A Look Back at the Making of the Ram Logo


It's a story rarely told of hard work and endless creativity; the story of the sculptor who fell under Chrysler's wing; the story of Avard T. Fairbanks.

The year was 1929. Fairbanks was just offered a position as head of the sculpture department at the University of Michigan-Ann Arbor and the Great Depression was in full force.  Commuting to and from campus, Fairbanks sought to find a means to get behind a new car and do so on a struggling budget.  Then he was struck with an idea, while looking at the Chrysler Corporation's radiator caps:  I could do better.

What Fairbanks offered Chrysler, amongst its soon debut of the Plymouth series, was the opportunity for him to craft a new head ornament in exchange for a car.  The "Floating Power", the winged mermaid was then born and Fairbanks rewarded with a new 1932 Chrysler Royal Eight.

Years later Fairbanks would find himself at the Chrysler Corporation once again, but this time for an entirely different reason: to create the new symbol for Dodge. So after weeks of working tirelessly, bouncing from mythological creature to various powerful animals, Fairbanks chose the ram.

"It is sure-footed; it's the Kind of the Trail; it won't be challenged by anything," Fairbanks proposed to Chrysler. "And if you were on the trail and saw that ram charging down on you, what would you think? DODGE!"

At Buhler Chrysler Jeep Dodge Ram, we celebrate the history of our favorite brands. The Hazlet region can get behind the wheel of their own Fairbanks's inspired machinery with the 2014 Ram 1500.

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