Black text on a white background with a pink figure outlined in black
The Gremlin was manufactured by American Motors Corporation from 1970-1978. It was a small hatchback advertised as an American-built car that could stand up to the German and Japanese cars that were taking over the market. The Gremlin was well-received upon its release and was eventually succeeded by the AMC Spirit in 1979.
The Gremlin logo of the cartoon imp was chosen because, like the design of the automobile, it was different. It was also meant to counteract negative connotations of gremlins as mischievous and meddling. The cute logo and affordable car design sold well to a younger demographic, who made up the majority of buyers during the eight years that the car was manufactured.
AMC Gremlin. (n.d.). In Wikipedia. Retrieved August 28, 2015, from: https://en.wikipedia.org/wiki/AMC_Gremlin
Dotz, W., & Husain, M. (2009). Ad Boy: Vintage Advertising with Character [Google Books version] Retrieved from https://books.google.com/books?id=stkdvPdP_9EC&lpg=PA112&dq=amc%20spirit...