Glorious Tradition: The History of the RAM Logo

Ram truck enthusiasts know that the brand has a rich tradition of building gutsy trucks, dating back to the 80s. They may even know that this year marks the 100^th Anniversary of the Dodge brand, which sired the first Ram model. How many know the origins of the iconic RAM logo, though?

It wasn’t until 1931 that Chrysler sought out the talents of Avard T. Fairbanks, an art professor at the University of Michigan, to design and sculpt a hood ornament for Dodge vehicles. It was not the first model mascot he had worked on for the auto manufacturer. He had previously come up with the “Flying Lady” of Plymouth fame in 1929. As payment for her, he received a bright red Chrysler Royal Eight, a fine car for an art professor during the depression.

For the Dodge lineup, the engineers wanted something primal. Fairbanks suggested various stately beasts such as a mountain lion, a jaguar, or a tiger, but felines didn’t feel quite right. “Finally,” said Fairbanks, “I started modeling a mountain sheep. When the engineers read that the ram was the ‘master of the trail and not afraid of even the wildest of animals,’ they became enthusiastic about the symbol.”

Apparently Walter Chrysler took a bit more convincing. He was confused by the direction Fairbanks had taken and couldn’t see how a ram was relevant to the brand. The sculptor persisted, though, and stuck with his convictions. He asked Chrysler what he would do if he encountered a sure-footed ram with a full rack of horns, charging toward him out in the wilderness.

“Dodge!”

Needless to say, he was sold after that. Fairbanks’s Ram featured on every Dodge model between 1932 and 1954. After an extended hiatus, it was reborn on the front of the first Dodge Ram truck in 1981. To this day, it sits above the grill on your Ram, albeit with a less pronounced profile.

Do you have a favorite version of the Ram logo, or a favorite Ram or Dodge Ram model? We’d love to hear about it. Tell us below in the comments, at comments@leithmail.com, or in person at Leith Chrsyler Dodge Jeep RAM in Wendell.