Chrome script lettering
2011 marks the 100th anniversary of Chevrolet. The company started naming models during the 1910s, which carried names like ‘Classic six’ or ‘Superior sedan.’ Only the name Chevrolet sporadically appeared on grilles of early models. This changed during the late 1940s, when cars got ‘real’ names.
It started with bold, blocky typefaces, which gradually changed to the typical 1950s lettering we’re all familiar with. Like so many other things in the automotive industry the script lettering was a trend that only appeared during a certain era, in this case the 1950s. Visit Chromeography and you’ll notice how many other brands used the same techniques.
The typical chrome lettering vanished gradually during the 1960s and 1970s. The ‘Volt’ image above is an example of the current state of car typography. Masculine, bold typefaces without many curves, it’s almost the opposite of what was common during the 1950s, when the wordmarks were more feminine and elegant.
The use of chrome is prohibited in many countries now. It’s replaced by plastic, which looks cheap, like many other materials used on today’s cars.