The Hoot

Our Blog

In Defense of 6-Cylinder Type

by ryan • May 22

Scanning a parking lot for our rental car recently, it struck us that the sea silver hood badges look nearly identical. It’s tough to tell the difference between a Toyota, Hundai, Honda, Lexus or Kia by their badge alone. What ever happened to word marks and custom logotype in the world of automobiles?

Prior to the “90’s hood ornament revolution,” nearly every vehicle make had it’s own custom typography emblazoned on the hood or engine casing. Lovingly crafted letterforms that communicated more than a name, they gave us a real sense of personality and emotional connection. Custom type can speak volumes about your brand’s character, while today’s average hood ornament is lucky to help us find our car.