New Signage Readied for PSA and FCA Buildings

This is the logo for Stellantis:

(Image: Stellantis)

This is how the company that will be the combination of Peugeot S.A. and Fiat Chrysler Automobiles N.V. evidently sees itself.

According to the company:

The logo symbolises the rich heritage of Stellantis’ founding companies and the unique combined strengths of the new group’s portfolio of 14 storied automotive brands, as well as the diversity of professional backgrounds of its employees working in all the regions.

In case you are wondering, the storied brands include:

Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Jeep, Lancia, Ram, Maserati, Peugeot, Citroën, DS, Opel and Vauxhall.

And if you count the large dots (stars?), there are more than 14, so presumably it is more a case of graphics than business. (Does anyone think that all 14 are going to survive—or will they be “rationalized” out of existence?)

The folks at Stellantis go on to say that this new wordmark is “the visual representation of the spirit of optimism, energy and renewal of a diverse and innovative company determined to be one of the new leaders in the next era of sustainable mobility.”

Question

Let’s put aside the artistry of the design. But here’s what isn’t clear: when you look at any of those brands, do you think “sustainable mobility”?

If that’s the goal, then they’ve got a lot to work on beside signage at office building and business cards.