Allison Transmission is a leading US-based manufacturer of automatic transmissions and hybrid propulsion systems for heavy-duty vehicles. Established in 1915, the company also manufactures special equipment for airfield, municipal, and quarry operations, as well as equipment for oil and gas exploration.
The logo of the company has undergone a few changes since the establishment of the company. These changes reflect the design trends, corporate identity, and market positioning of the brand. The current logo has a modern look and feel but has uncanny similarities with the old Pepsi logo. This article explores the evolution of the Allison Transmission logo through the years, among other details.
The Genesis of the Allison Transmission Logo (1915 – 1930) (Unavailable)
The company didn’t have a formal logo when it was founded by James A. Allison in 1915. During this period, the name of the company used to be typically written in plain text on documents and product packaging. There is no mention of the logo during this stage, as the focus of the company was primarily on establishing the business and developing its reputation in the automotive industry.
(1930 – 1956)
The first documented logo of the company featured a handwritten cursive-style wordmark comprising the brand name “Allison” in white set against a light brown background with a gradient. Interestingly, the crossbar of the letter “A” in uppercase and the end of the letter “n” in lowercase were extended on the left and right, respectively. Also, below the wordmark was written “SERVICE DIVISION” in a bold serif typeface.
(1956 – 1999)
The 1956 logo iteration had a roundel with the word “TORQMATIC” in bold set against a wave-like background of grey and white. Beside the roundel were the words “Allison” and “HIGHWAY” featured against a black background. The word “Allison” was quite similar to its previous avatar, but without the extended crossbar. On the other hand, the word “HIGHWAY” was slightly bigger and was rendered in white.
(1999 – Present)
The present-day logo comprises a roundel in blue and red set against a white background. The roundel contains a smaller replica of itself, and both roundels are formed by curved drops in red and blue. They represent the circular elements that are often part of the transmission systems in vehicles. Moreover, the design typically appears like yin and yang to represent continuous motion.
Alongside the roundel are the wordmarks “Allison” and “Transmission,” written in two different levels and sizes. A distinct characteristic of the wordmarks is the absence of the dot mark over the letter “i”. Interestingly, the logo design has uncanny similarities to the logo of Pepsi, the popular soft drink. The current logo effectively balances the heritage of the company with a modern and dynamic look that reflects its position as a leader in transmission technology.
The Elements of the Allison Transmission Logo
Font
The wordmark in the Allison Transmission logo features a distinct and impactful serif typeface. The letters of the typeface are characterised by their bold strokes and refined appearance. And with softened edges, they offer a modern touch to the classic serif style. The typeface is known for its visible serifs, particularly the lack of dot marks on top of the letter “i.” The font has similarities to Republic Standard Bold or Prima Serif Standard Bold.
Colour
The colour scheme of the Allison Transmission logo primarily utilises deep and rich shades of blue and red against a crisp white background. Here, the deep blue shade conveys professionalism, trustworthiness, and stability, qualities that are crucial for a company in the automotive transmission industry. The vibrant red shade adds a touch of energy and passion, and suggests the company’s drive for innovation and excellence. The white background ensures high visibility and readability and offers a clean and modern feel.
The History of Allison Transmission
Allison Transmission Company was founded in 1915 by James A. Allison, who was a passionate inventor and engineer of automobiles. He was initially focused on developing technology for racing cars, but his expertise quickly earned him recognition in the automotive industry.
In 1915, Allison set a new standard in auto racing by establishing the Allison Engineering Company and launching its first product, a transmission system for race cars. This innovative product gained rapid popularity among racing teams for its superior quality and design. The product bolstered the reputation of the company in no time. In 1934, General Motors acquired Allison Engineering Company and renamed it the Allison Transmission Division. This acquisition proved advantageous, as the division became crucial in providing reliable transmissions for General Motors vehicles.
After the Second World War, Allison Transmission capitalised on market opportunities by expanding its product line. The products developed by the company include transmission systems for heavy-duty vehicles like buses and trucks. These new products were quickly adopted in the commercial vehicle market and established Allison as a leading supplier of transmission systems, a position it holds today.
In the 1960s, Allison Transmission made significant advancements in the transportation industry by developing innovative transmissions for military vehicles. These advanced transmission systems enhanced the mobility and protection of military personnel in a variety of vehicles, from tanks to helicopters. Over the years, Allison Transmission has achieved substantial growth and diversification. The company entered new markets, including mining and construction, and quickly became a leader by expanding its range of transmission systems.
Allison Transmission is recognised as a global leader in developing transmission systems for commercial and military vehicles. With operations spread over 15 countries and more than 10,000 employees, Allison Transmission products are used in a range of vehicles, from city buses to military tanks. The company continues to innovate and provides efficient and reliable transmission solutions to customers worldwide.
Interesting Facts About Allison Transmission
- Allison Transmission was founded in 1915 by James A. Allison. It began as the Speedway Team Company to support Indianapolis 500 racing activities and evolved into Allison Transmission, a global leader in automatic transmissions and propulsion systems.
- James A. Allison was one of the founders of the Indianapolis Motor Speedway in 1909, and his company’s early work included supporting U.S. military efforts during the First World War. It did so by shifting from racing to developing high-speed tractors, aircraft engines, and tank components.
- Allison developed the first heavy-duty automatic transmission, which revolutionized commercial and military vehicles by providing greater durability, efficiency, and ease of use compared to manual transmissions.
- Allison built every transmission for the U.S. Army’s M1 Abrams Battle Tank. It has a longstanding reputation for supplying military wheeled and tracked vehicles.
- Allison is the world’s largest manufacturer of medium- and heavy-duty fully automatic transmissions. Its products are used in over 250 vehicle brands worldwide, which include trucks, buses, construction, mining, and defence vehicles.
- Allison was a pioneer in hybrid propulsion and had developed a hybrid electric powertrain as early as 1966, that is, decades before such technology became mainstream. It continues to lead in electrified propulsion systems.
- Allison transmissions are renowned for their reliability, fuel efficiency, and ability to handle demanding conditions. These attributes make them a preferred choice for heavy-duty applications like refuse trucks, fire engines, buses, and off-highway vehicles.
- The company’s global headquarters and main manufacturing facility remain in Indianapolis, Indiana. This reflects the company’s commitment to its roots and local community for over a century.
- Allison introduced the first rail transmission in 1948 and played a key role in the development of the Budd Rail Diesel Car, which transformed commuter rail travel in major U.S. cities.
- After being part of General Motors for nearly 80 years, Allison was sold to private equity firms in 2007 for $5.6 billion.
Finally
The evolution of the Allison Transmission logo reflects the journey of the company from a small engineering firm to a global leader in transmission technology. Each iteration of the logo has reflected the design trends of its time. At the same time, it maintained elements that represent the core values of strength, reliability, and forward-thinking embodied by the company.