Duesenberg is an American luxury car brand that became quite popular in the early twentieth century. Established in Indianapolis, Indiana, in 1920, by two brothers, Fred and August Duesenberg, the brand went on to become a symbol of advanced engineering, high-performance engines, and elegant design. For instance, the Model J was synonymous with opulence and sophistication and used to be owned by industrialists and celebrities. However, the Great Depression of the thirties put paid to the prospects of the company, and it went out of business. Nonetheless, today, Duesenberg cars command a high premium price in the vintage car market.
The Duesenberg logo is not just a visual identity of an automobile manufacturer; it represents a rich history of innovation, luxury, and American automotive excellence. The article delves into the evolution of the Duesenberg logo and the history of the company over the years.
The Genesis of the Duesenberg Logo (1913–1927)
The original Duesenberg logo featured a striking spread-winged eagle, a design that conveyed power and elegance. The brand name “DUESENBERG” was emblazoned across the body and wings of the eagle. And just below the word “DUESENBERG” was written the arched word “Straight,” accompanied by a large number “8.” The number 8 represented the pioneering straight-eight engine of the company and appeared on the tail of the eagle.
This logo was emblematic of the brand’s identity and reflected its engineering prowess, high standards, and commitment to luxury. The golden eagle exuded power and grandeur and embodied the high performance and luxury of the brand. As far as the colour goes, the golden hue mirrored the luxury aspect of the brand, while the blue wordmark enhanced trustworthiness and reliability.
The Model J Era (1929–1937)
With the launch of the Duesenberg Model J in 1929, the logo underwent subtle changes. In fact, the logo became smaller and more discreet. This reflected the status of the Model J as one of the most luxurious American cars of its time. The logo featured the original spread-winged eagle in a supposedly bronze colour. Besides, the brand name was emblazoned across the wings and body of the eagle in the same colour.
The Model J was renowned for the performance of its 265-horsepower engine. At the same time, it was also known for its bespoke coachwork, which was often crafted by renowned coachbuilders. This exclusivity further enhanced the logo’s prestige, as owning a Duesenberg became a symbol of wealth and status among the elite.
(1926)
The logo iteration of 1926 featured a circular brass medallion with the words “DUESENBERG” and “STRAIGHT EIGHT” appearing on the top and bottom of its arched periphery, respectively. At the centre of the medallion was the ubiquitous eagle sitting atop the letter “8.” The eagle seemed to be surrounded by short, straight lines covering the medallion.
(1929-1937)
The logo design of 1929 saw the original logo placed on a coat of arms shield in matte white. In addition to the wordmarks that formed part of the original logo, the coat of arms depicted the brand name and its place of origin.
Later Variations and Collectability
After the company was dissolved in 1937, the Duesenberg logo became a much-sought-after collectible item. In fact, the surviving Duesenberg vehicles, especially models like the Model J, have made the original logo highly prized among collectors. Various iterations of the logo, including those found on hubcaps and backing plates, are now considered valuable artefacts of automotive history.
Attempts at Revival
After the closure of the company, several attempts were made to revive the Duesenberg brand. Notably, in 1978, Heritage Elite Motors began producing Duesenberg replicas under the name “Duesenberg II.” These replicas retained the classic styling of the original models and incorporated modern updates. However, these efforts did not achieve the same level of recognition or success as the original brand, and the logo continued to symbolise a bygone era of automotive elegance.
The Elements of the Duesenberg Logo
Symbol
The logo comprised a golden spread-winged eagle, which symbolised power, prestige, high standards, and innovation.
Font
The wordmarks “DUESENBERG” and “STRAIGHT 8” were rendered in a serif-style typeface, which was high on visibility and legibility.
Colour
In addition to depicting the eagle in a golden hue, the wordmarks were depicted in blue.
Finally
The Duesenberg logo captures the legacy of a brand that defined luxury and performance in the early 20th century. From its origins, featuring a majestic eagle, to its evolution alongside the iconic Model J, the logo remains a powerful symbol of American automotive history. And in spite of the brief existence of the company, the Duesenberg name endures. It is celebrated by car enthusiasts and collectors, and it serves as a reminder of the innovation and craftsmanship that once set the standard for luxury automobiles.