Ram introduces a striking evolution of its brand identity as it enters a bold new chapter that emphasizes strength, modernity, and a sleek, unapologetic design philosophy. Renowned for delivering impressive power, cutting-edge technology, and comfort in its light to mid-weight pickup trucks, the iconic American brand is sharpening its focus on what it does best: being powerful, bold, and distinct.
For 2025, Ram debuts a refreshed brand personality under the tagline, “Nothing Stops Ram”, which signifies the essence of the brand’s transformation to be edgy, bold, and rebellious. Ram embodies these core principles for their new overhaul:
We are edgy
We push boundaries.
We challenge assumptions. We are bold.
We speak up, stand our ground, and say what we mean.
We are rebellious. We go against the grain even when it’s easier to follow.
We’re never passive
Never soft. We speak with strength and no pretense. We are ready, capable, and don’t back down.
This is more than tone
It’s our stance. It’s our steel frame. It’s what holds Ram together and what every part of this brand should be built from.
Taking into consideration consumer insights and analytics, they developed a new mindset that reflects the priorities of their audience: taking charge, feeling respected, remaining confident, and seeing the Ram truck as an extension of their own identities. This mindset aligns with what their customers value most and aims to earn lasting loyalty while winning over new drivers.
Visually, the brand overhaul speaks volumes as it focuses on a simplified yet bolder color palette, a user-centric design approach, and strong, attention-grabbing typography. The new custom typography used for headlines is bold with a handcrafted feel, and the pairing body copy is clean and easy to read. The logo takes a sleeker look, with sharper edges and fewer curves than previously used. The new one-color brand mark offers clarity and recognition, alongside bold custom lettering inspired by the iconic Ram truck emblems. This differs vastly from their past brand mark, which used multiple colors in grayscale and more intricate, less legible details.
By overturning and reinforcing its core values, Ram looks to set itself apart from the competition. To explore Ram’s new identity and initiatives, visit the official Ram website.
Image Source: Ram Official
