Black text on a white background with a pink figure outlined in black
This button depicts the logo for the Gremlin automobile, which was manufactured by American Motors Corporation from 1970-1978. The car, a small hatchback, was advertised as an American-built car that could stand up to the German and Japanese cars that were taking over the market. The car was very popular upon its release and was eventually taken over by the AMC Spirit in 1979.
The Gremlin logo of the cartoon imp was chosen because, like the unorthodox design of the automobile, it was different. It was also meant to counteract negative connotations of gremlins as mischievous gnomes who like to meddle with machinery. The cute logo and affordable car design ultimately won over a younger audience, who made up the majority of buyers in 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...