Originating in 1941, Jeep is one of America’s most iconic brands. With an immense following and a great heritage, the brand is still as strong today as it was then. The gauge designs I created range from the playful off-road side of Jeep, to the strong and sophisticated side of their luxury SUVs.
Jeep is FCA’s most reputable brand and biggest money maker. It has a solid history and brand identity. Maintaining Jeep’s historical value was my most difficult task. My goal was to make all the cluster and radio graphics still look contemporary. To do this, I created the typeface featured in the Renegade, Cherokee and Grand Cherokee instrument gauges. It pays homage to the typefaces used in retro military planes. These planes were used in the same wars that Jeep’s were used in. The typeface is simplified and extremely legible.
