Hood ornament

A hood ornament (or bonnet ornament or bonnet mascot in Commonwealth English), also called, motor mascot, or car mascot is a specially crafted model which symbolizes a car company like a badge, located on the front center portion of the hood. It has been used as an adornment nearly since the inception of automobiles.[2]

This article is about decorative hood ornaments. For modern radiator caps and their function, see radiator.

Mercedes-Benz
1913 Boyce MotoMeter
1925 Laurin & Klement-Škoda 110
1949 Kaiser Virginian
The Spirit of Ecstasy (kneeling version) on the 1952 Brazilian presidential Rolls-Royce
1967 AMC Marlin[1]
1970s MAN truck
Home-made hood ornament on pick-up truck in Texas

Origin

According to the author of A History of Cars written for youth, the first "hood ornament" was a sun-crested falcon (to bring good luck) mounted on the Egyptian pharaoh Tutankhamun's chariot.[3]

In the early years, automobiles had their radiator caps outside the hood and on top of the grille which also served as an indicator of the temperature of the engine's coolant fluid.[2] The Boyce MotoMeter Company was issued a patent in 1912 for a radiator cap that incorporated a thermometer that was visible to the driver with a sensor that measured the heat of the water vapor, rather than the water itself.[2] This became a useful gauge for the driver because many early engines did not have water pumps, but a circulation system based on the "thermo-syphon" principle as in the Ford Model T.

The "exposed radiator cap became a focal point for automobile personalization."[4]

Hood ornaments were popular in the 1920s, 1930s, 1940s, and 1950s, with many automakers fitting them to their vehicles. During the 1920s, advertisements for Mercedes-Benz emphasized their "star" hood ornament as representing the "world-famous product of the oldest automobile works in the world" and as the ultimate symbol of luxury.[5]

Moreover, a market developed in the supply of accessories to those who wanted to add an ornament or car mascot to their automobile.[6] These were a way to express the owner's love of their car or customizing to express individuality. Most of these companies went out of business, with only Louis Lejeune Ltd. in England surviving. Sculptors such as Bazin, Paillet, Sykes, Renevey, and Lejeune created detailed sculptures in miniature, like statuettes.

Restrictions to the fitting of ornaments on the front of vehicles have been introduced in some jurisdictions. Projecting decorative designs on the hood may increase the risk of injury to pedestrians in the case of a collision.

Regulations introduced in the United States for the 1968 model year vehicles meant the disappearance of fixed stand-up hood ornaments, as well as spinner wheel protrusions.[7] Later versions featured flexibly mounted (spring-loaded) stand-up hood ornaments designed to fold without breaking on impact, such as on the 1973 Ford Thunderbird, 1974 AMC Ambassador, and on the 1986 Jeep Wagoneer (SJ).[8][9][10]

In the European Union, since 1974 all new cars have had to conform to a European directive on vehicle exterior projections.[11] Rolls-Royce's mascot is now mounted on a spring-loaded mechanism designed to retract instantly into the radiator shell if struck with a force greater than 98 newtons (22 pounds-force). The Mercedes-Benz and many other ornaments were designed with a spring mount to fold on impact. For aftermarket ornaments, breakaway nylon fixings are available that comply with EC Directive 74/483.[12]

The ornaments have been moved down from the hood to the grille.[13] They are now viewed as overwrought and detrimental to aerodynamics.[14]

Branding
Hispano-Suiza K6 Berline Vanvooren

Many automakers wanted their own emblems displayed on their vehicles' hoods, and Boyce Motormeter accommodated them with corporate logos or mascots, as well as numerous organizations that wanted custom cap emblems to identify their members.[2] The company had over 300 such customers at one time during the mid-1920s, for car, truck, tractor, boat, airplane, and motorcycle manufacturers, and in 1927, had 1,800 employees in six countries: U.S., England, Canada, Australia, France, and Germany. The hundreds of motor vehicle manufacturers before 1929 meant many customers for their customized emblems.[15]

Brand identification continues to be important "as firms try to distinguish their company's cookie-cutter SUV, sedan or pick-up truck from another company's cookie-cutter SUV, sedan, or pick-up truck merely with a hood ornament or a name on the bumper."[16]

Examples

Along with the grille, the hood ornament is often a distinctive styling element, and many marques use it as their primary brand identifier.

Examples of hood ornaments include:

Additionally, many models in all price and market segments such as Buick Regal, Chevrolet Impala, Jeep Grand Wagoneer (SJ), and Chrysler Cordoba featured unique emblems and accompanying distinctive standup hood ornaments.[32][33]

The importance of design

While "originally designed for a purpose" the hood ornament became "transformed into elaborate decorations or symbols."[34] As a result, the radiator cap was changed into an art form and became a way of individualizing the car, "representing a company's vision of the automobile", or "speaking volumes about the owner" of the vehicle.[2] Another design objective developed for the hood ornament "reflected an idea of motion and speed and grace."[34]

There are legal issues in protecting the designs of hood ornaments. Less expensive than patenting the design, protection by copyright may be possible "only if, and only to the extent that, such design incorporates pictorial, graphic, or sculptural features that can be identified separately from, and capable of existing independently of, the utilitarian aspects of the article."[35] Thus, the Rolls Royce ornament could be used as a separate sculpture while most other distinctive hood ornament forms would not be considered free-standing items.[35]

Materials used in manufacturing

Hood ornaments are usually cast in brass, zinc, or bronze and finished in a chrome plated finish. During the years when chrome plate was unavailable, they were plated in either silver or nickel. Some also incorporated other materials, such as plastic, bakelite, or colored glass. The 1950 Ford Custom DeLuxe hood ornament was molded in Plexiglas.[36] Others incorporated a light bulb for illumination at night. Pontiac featured a lighted Indian-head hood ornament through 1955 when it was replaced by the flying V design.[37]

The best-known glass mascots were made by René Lalique in France.[38] Other sellers or producers of glass mascots include Sabino in France, Red Ashay in England, and Persons Majestic in the U.S. The latter two had their products made in Czechoslovakia. The Lalique company, like Louis Lejeune, is one of the few survivors from this era of motoring.

Collectibility

Some hood ornaments are attractive for more than the car's owners such as the red-white-and-blue golden lion crests that were on the hoods of 1950 Fords that children took to decorate their hats, belts, or bicycles.[39] The company solved the problem by offering a free miniature crest to all the kids that wrote letters requesting one.[39]

There is a collector's market for hood ornaments and car mascots.[40][41][42]

References
  1. Cranswick, Marc (2012). The Cars of American Motors: An Illustrated History. McFarland. p. 47. ISBN 9780786446728. Retrieved 29 October 2014. ...Marlin's hood ornament was redesigned, so it seemed less obtrusive.
  2. Hinckley, James; Robinson, Jon G. (2005). The Big Book of Car Culture: The Armchair Guide to Automotive Americana. MotorBooks/MBI. p. 9. ISBN 9780760319659. Retrieved 29 October 2014.
  3. Corbe, David (2006). A History of Cars. Gareth Stevens. p. 29. ISBN 9780836862867. Retrieved 29 October 2014.
  4. Witzel, Michael Karl (1996). Route 66 Remembered. Motorbooks. p. 31. ISBN 9780760301142. Retrieved 29 October 2014. America's heyday for hood ornaments.
  5. Swett, Pamela E. (2013). Selling under the Swastika: Advertising and Commercial Culture in Nazi Germany. Stanford University Press. p. 118. ISBN 9780804788830. Retrieved 23 September 2019.
  6. Browne, Ray Broadus; Browne, Pat (2001). The Guide to United States Popular Culture. Popular Press. p. 404. ISBN 9780879728212. Retrieved 23 February 2023.
  7. "Detroit serves up the '68 models". Kiplinger's Personal Finance. Vol. 21, no. 9. September 1967. p. 6. Retrieved 23 February 2023 – via Google Books.
  8. "Ford Thunderbird History - The Seventies". automotivemileposts.com. Retrieved 26 April 2023.
  9. Automotive Industries, Volume 149. Chilton. 1973. p. 39. Retrieved 26 April 2023 – via Google Books.
  10. Ackerson, Robert C. (1993). Standard catalog of 4 x 4's: 1945-1993. Krause. p. 481. ISBN 9780873412032. Retrieved 26 April 2023 – via Google Books.
  11. "Council Directive 74/483/EEC of 17 September 1974 on the approximation of the laws of the Member States relating to the external projections of motor vehicles". eur-lex.europa.eu. 17 September 1974. Retrieved 29 October 2014.
  12. "Car Mascots and English Law". louislejeune.com. Retrieved 29 October 2014.
  13. Williams, Casey (5 August 2020). "Putting the focus on the ever-receding hood ornament". The Detroit News. Retrieved 23 February 2023.
  14. Kwon, Amos (12 December 2022). "Every Automotive Emblem, Explained". gearpatrol.com. Retrieved 26 April 2023.
  15. Koma, Victor. "Reaching the Boiling Point: A History of Boyce Moto Meters". prewarbuick.com. Retrieved 23 February 2023.
  16. Torres-Spelliscy, Ciara (2019). Political Brands. Edward Elgar. p. 5. ISBN 9781789901825. Retrieved 23 September 2019.
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  18. Flory, J. Kelly (2008). American Cars 1946-1959: Every Model Year by Year. McFarland. p. 384. ISBN 9780786432295. Retrieved 29 October 2014.
  19. Hernandez, Lolita (2004). Autopsy of an engine and other stories from the Cadillac plant. Coffee House Press. p. 151. ISBN 9781566891615.
  20. Adler, Dennis (2000). The Art of the Automobile: The 100 Greatest Cars. Harper Collins. p. 26. ISBN 9780061051289. Retrieved 26 April 2023 – via Google Books.
  21. Heritage Vintage & Contemporary Photography Auction #5020. 2009. p. 118. ISBN 9781599673479. Retrieved 26 April 2023 – via Google Books.
  22. Hunting, Benjamin (9 May 2019). "10 Most Murderous Hood Ornaments in History". DrivingLine. Retrieved 23 February 2023.
  23. "Peugeot". Automobile Quarterly. 29 (1): 37. 1991. Retrieved 26 April 2023 – via Google Books.
  24. Gunnell, John (2006). Standard Catalog of American Muscle Cars 1960-1972. Krause. p. 9. ISBN 9780896894334. Retrieved 23 February 2023.
  25. "The Marlin Story…. From Concept to Reality". AMCRC Rambler Reader. Vol. 17, no. 4. 1996. Retrieved 23 February 2023 – via marlinautoclub.com.
  26. Clinard, Marshall Barron; Yeager, Peter C. (2005). Corporate crime. Transaction Publishers. p. 255. ISBN 9781412804936. Retrieved 29 October 2014.
  27. Hyde, Charles K. (2003). Riding the roller coaster: a history of the Chrysler Corporation. Wayne State University Press. p. 74. ISBN 9780814330913. Retrieved 29 October 2014.
  28. Crandall, Larry (March–April 1999). "The Spirit of Ecstasy". Tampa Bay Magazine. Vol. 14, no. 2. p. 133. Retrieved 23 February 2023 – via Google Books.
  29. Fadón, Borja (31 May 2009). "Hispano Suiza, recuerdos de una época gloriosa". Motorpasion (in Spanish). Retrieved 20 May 2019.
  30. Koch, Jeff (12 December 2014). "The whole stor(k)y – why is there a bird on the radiator of that car?". Hemmings. Retrieved 23 February 2023.
  31. Gunnell, John (2004). Standard catalog of Buick, 1903-2004. Krause. p. 254. ISBN 9780873497602. Retrieved 29 October 2014.
  32. "1986 Jeep Grand Wagoneer hood ornament". classiccarstodayonline.com. 19 May 2014. Retrieved 26 April 2023. the standard hood ornament on all 1986-91 Jeep Grand Wagoneers
  33. Gunnell, John (1982). Standard Catalog of American Cars, 1946-1975. Krause. p. 576. ISBN 9780873410274. Retrieved 23 February 2023. .... distinctive medallions were set into the taillamps and the stand-up hood ornament ...
  34. Harrop, JoAnne Klimovich (3 May 2021). "Hood ornament exhibition opens at The Frick Pittsburgh". TribLIVE.com. Retrieved 26 April 2023.
  35. Landes, William M.; Posner, Richard A. (2003). The Economic Structure of Intellectual Property Law. Harvard University Press. p. 332. ISBN 9780674265295. Retrieved 26 April 2023 – via Google Books.
  36. "Modern Plastics". Vol. 28. Breskin & Charleton. 1951. p. 177. Archived from the original on 3 August 2020. Retrieved 23 September 2019. {{cite magazine}}: Cite magazine requires |magazine= (help)
  37. "1955 Pontiac is all New". Popular Mechanics. Vol. 102, no. 5. November 1954. pp. 88–89. Retrieved 23 February 2023 – via Google Books.
  38. Wraight, Tony. "René Lalique pre-war Car Mascots article". Retrieved 29 October 2014.
  39. Gunnell, John (2011). Standard Catalog of Ford, 1903-2002: 100 Years of History, Photos, Technical Data and Pricing. Penguin. ISBN 9781440230387. Retrieved 23 September 2019.
  40. Alice, Michele (17 September 2006). "Collector's Corner: Automobilia - Hood Ornaments and Mascots". ecommercebytes.com. Archived from the original on 30 October 2014. Retrieved 23 February 2023.
  41. "Vintage Hood Ornaments". collectorsweekly.com. Retrieved 29 October 2014.
  42. Suvak, David (2012). Test drive to Chicago: and other trips and tales. Xlibris. pp. 19–22. ISBN 9781479755530. Retrieved 29 October 2014.
Wikimedia Commons has media related to Hood ornaments.
  • "Automobile and Car Mascots". northstargallery.com. Retrieved 23 September 2019.
  • Dreßler, Matthias (2019). Kühlerfiguren klassischer Automobile 1909-1939 [Radiator Mascots of the Classic Car Era 1909-1939] (in German). Matthias Dreßler. ISBN 9783000608650.
  • Weiner, Geoffrey George (2014). Unique Lalique mascots. Trans-Atlantic Publications. ISBN 9781909984219.
  • Weiner, Geoffrey George (2017). Unique Lalique Mascots Volume 2. Grosvenor House. ISBN 9781786239037.
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