The Jeep Brand Announces the Relaunch of a Popular Tag Line; Unveils a New Logo.
The origin of the term "jeep" is somewhat of a mystery; popular notion has it that the vehicle designation "GP" (for "General Purpose") was phonetically slurred in pronunciation, eventually becoming "jeep"; however, many claim that the more likely origin is a reference to a character from Popeye.
Auburn Hills, Michigan. September 5, 2002.
Jeep vehicles, the benchmark of off-road mastery the world over, will be marketed beginning later this month with an advertising tag line from the brand's rich heritage and its first-ever logo that is designed to reinforce customer experience with the brand's core values of fun, freedom and legendary capability.
The "Only in a Jeep" brand tag line, which was successfully used in the late 1980s, will be relaunched with five new national TV spots in mid-September and print ads that will appear beginning in October.
The new logo, the first in the 60-plus year history of the Jeep brand, is a graphic representation of the front grille and windshield of the Wrangler, the icon of the Jeep brand. The logo depicts the strong styling cues of the Wrangler known to millions of motorists the world over: the seven-slot grille, round headlights and rectangular windshield. The "Jeep?" trademark is centered within the windshield.
"The Jeep brand logo is entirely appropriate," said Jeff Bell, Vice President- Jeep. "Along with the Chrysler winged badge and the ram's head for Dodge, Chrysler Group now has three very strong logos to support three unique and distinctive brands."
Regarding the tag line, Bell said, "Anyone who has owned a Jeep vehicle will tell you that there are some terrains, some places and some weather that you'll only get over, get to or get through in a Jeep vehicle. The 'Only in a Jeep' brand tag line captures the go-anywhere, do-anything capability of every Jeep vehicle, whether it's the Wrangler, Liberty or Grand Cherokee."
"Bringing back this well-known Jeep brand tag line will strike a chord with off-road enthusiasts," added Bell.
"The 'Only in a Jeep' brand tag line speaks to Jeep vehicles' reputation, earned through decades of hard use and heroic achievements." The "Only in a Jeep" brand tag line was first used by American Motors Corporation to market Jeep vehicles from 1984-89. Chrysler Corporation purchased AMC in 1987.
By mid-September, the "Only in a Jeep" brand tag line will replace "Jeep. There's Only One" in all Jeep brand advertising. The latter tag line was introduced in 1990.
Jeep is a registered trademark of DaimlerChrysler Corporation.
The Willys company went through a few name changes over the more than 50 years it existed. The name "Willys" and "Willys Overland" and "Jeep" was used in various fonts, as well as the "WO" logo.
Jeep started out as a military vehicle and was later considered a Willys-Overland model, so it didn't really originally have a logo unless you count the word "Jeep" in parentheses, which appeared in the same typeface from civilian introduction in '46 well into the '60s. Probably the closest thing to a Jeep logo appeared in '63 in the center of Wagoneer and Gladiator hubcaps and steering wheels. This was the same time Kaiser dropped the Willys name, changing the division name from Willys Motors to Kaiser Jeep Corporation and establishing Jeep as a stand-alone brand name. This emblem was a circle (in some illustrations looking vaguely like a stylized dendition of a Warn locking hub) with two gold quarters, two red quarters, and the "Jeep" name across the middle. After AMC's purchase of Jeep in 1971, the gold was replaced by blue.
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