Studebaker Brothers Manufacturing Co. (1902)
Studebaker Automobile Co. (1902-1911)
Studebaker Corp. (1911-1954)
Studebaker-Packard Corp. (1954-1962)
Studebaker Corp. (1962-1966)
South Bend, Indiana
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| This is a Studebaker radiator emblem (1924-1926) mjs Size: 62mm wide 57mm diameter MM: Unknown |
The Studebaker Brothers Manufacturing Company of South Bend, Indiana was one of the largest horse drawn vehicle manufacturers in America when they developed their first horseless vehicle in 1897. The company also built bodies for several electric car makers and in 1902 began to produce their own car. The first Studebaker was a simple electric buggy-like runabout designed by Thomas Alva Edison but later models were more sophisticated. Twenty electrics were built in the first year and electric passenger car production continued until 1912.
Electric powered commercials were also produced, including light-duty delivery vans and trucks from 1/2-ton to 4-ton capacity with a 5-ton truck appearing in 1905. By 1906 Studebaker was offering twelve different electric models of which seven were commercial vehicles. Electric commercial vehicle production came to an end in 1910.
Electric powered commercials were also produced, including light-duty delivery vans and trucks from 1/2-ton to 4-ton capacity with a 5-ton truck appearing in 1905. By 1906 Studebaker was offering twelve different electric models of which seven were commercial vehicles. Electric commercial vehicle production came to an end in 1910.
In 1904 Studebaker began to build gasoline cars using chassis supplied by Garford. There is some evidence that the first Studebaker gasoline model appeared in late 1903 but details are limited. The first Studebaker gasoline cars were 16 hp two-cylinder chain driven models, followed in 1905 by a shaft driven 20 hp four-cylinder model. Studebaker cars built using Garford chassis were marketed as Studebaker and sometimes as Studebaker-Garford. In 1907 and 1908 some Studebaker models were also marketed by Garford as Garford cars, which was an infringement of the agreement with Studebaker.
In 1908 Studebaker started an association with the Everitt-Metzger-Flanders Company and with Walter Flanders, which led to the take-over by Studebaker of E-M-F and Flanders 20 and the formation of the Studebaker Corporation in 1911. The agreement with Garford ended in 1910 and Studebaker began to increase the use of chassis supplied by E-M-F., although some Studebaker models from 1911 and 1912 were still marketed also as Garford. By 1910 Studebaker cars were 28 hp, 30 hp and 40 hp four-cylinder models. Six-cylinder models were introduced in 1913.
Studebaker produced gasoline powered light vans using Flanders passenger car chassis after 1911 but from 1913 Studebaker used their own chassis for commercial vehicles. Commercial vehicle production was virtually abandoned from 1917 until 1926 when the company produced a line of ambulances and hearses with bodies built by Superior. Other commercial vehicles included buses, coaches, delivery trucks and light panel delivery vans.
Studebaker was a successful company and passenger car sales rose year by year. By 1920 all Studebakers were six-cylinder models. Then in 1928 Studebaker announced the introduction of its big straight-eight series with the Studebaker President initially delivering 100 hp and offering higher quality styling. In the late 1920's and early 1930's Studebaker cars performed well in endurance and racing events. The Studebaker President was well received by customers and sales grew further.
By the early 1930's Studebaker found itself in trouble. Its purchase of Pierce-Arrow in 1928 had been a financial mistake, a new car called the Rockne introduced in 1932 was going badly and the Erskine which was introduced in 1927 was also in financial trouble. By March 1933 Studebaker was in receivership.
Paul Hoffman became the new Studebaker president, Pierce-Arrow was sold and a major advertising campaign was launched that put Studebaker back on course. Studebaker was the ninth largest automaker in 1934 and was out of receivership by March 1935. In 1936 Studebaker introduced a new line of trucks, available as the 1-1/2-ton Metro Ace and the 2-ton Metro Boss. In 1939, Studebaker introduced the highly successful Studebaker Champion. More than 200,000 Champions were built by 1941 when America entered World War II and production continued after the end of the war.
During World War II Studebaker built nearly 200,000 trucks and continued at a production rate of about 67,000 trucks a year up to 1948, after when Studebaker trucks continued in production at a lower level until 1964. Studebaker automobile sales grew to 239,000 by 1949. Studebaker introduced a new line of automobiles in 1953 to compete with the bigger auto manufacturers but finances suffered with the merger with Packard in 1954. By 1959 the only Studebaker models offered were the Hawk and Lark series.
In 1962, Studebaker introduced the fiberglass-bodied Avanti coupe. But this did not save Studebaker and the South Bend plant closed in 1964. Production transferred to Canada but it was all over for Studebaker by the spring of 1966.
Emblems
Studebaker used a script version of the name "Studebaker" as its logo, see example below on an advertisement for horse drawn carriages:
This Studebaker script was not registered as a trademark until July 1912 but Studebaker claimed that they had been using it as a trademark since 1867.
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| This is a Studebaker ad showing a script logo (1902) ms |
This Studebaker script was not registered as a trademark until July 1912 but Studebaker claimed that they had been using it as a trademark since 1867.
The horse drawn carriages and wagons built by Studebaker carried a small maker's tag or nameplate using the script logo, see example below:
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| This is a Studebaker maker's tag on a horse drawn carriage (c1895) yaim |
The first Studebaker electric and gasoline cars did not carry an emblem but would have displayed small nameplates similar to that shown above. The Studebaker script would also have been displayed on the step plates, see example below:
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| This is a Studebaker step plate yaim |
Early Studebaker commercial vehicles displayed slightly larger nameplates, see examples below. Studebaker nameplates from this period are rare.
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| This is believed to be an early Studebaker electric commercial vehicle nameplate (1902-1903) mjs Size: 105mm wide 39mm high |
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| This is a Studebaker commercial vehicle nameplate (c1907) mjs Size: 167mm wide 65mm high |
A very similar Studebaker nameplate is displayed at the back of and, together with a Studebaker serial plate, at the front of a 1908 Studebaker electric bus on display at the Swigart Auto Museum, see below:
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| This is a Studebaker nameplate and serial plate attached to an electric bus (1908) sam |
The following photos show the Studebaker nameplate/serial plates found on a Studebaker Model 25 electric wagon:
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| This is a Studebaker Model 25 electric wagon side nameplate (date unknown) tbcb |
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| This is a Studebaker Model 25 rear nameplate/serial plate (date unknown) tbcb |
The first Studebaker gasoline motor cars used Garford chassis and associated components. These vehicles did not carry an emblem initially but would have displayed the Studebaker script on the serial plates, similar to those shown above.
A surviving Studebaker-Garford Model G-30 from 1906 has a brass plate riveted to the front of the radiator shell with "Studebaker Automobile Company, South Bend, Ind," in plain block letters, with a cast bronze "Studebaker" script attached to the radiator core and a cast Studebaker serial plate, similar to the 1908 Studebaker bus serial plate shown above, attached to the chassis rail below the front door. It is not certain that the cast radiator core script is original.
A fine example of a Studebaker-Garford Model H from 1907 at the Crawford Auto Museum carries a Studebaker-Garford radiator emblem and a brass "Garford" script attached to the radiator core but displays the "Studebaker" name on the serial plate and on the hub caps, see below:
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| This is a Studebaker serial plate on a Studebaker-Garford Model H (1907) caam |
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| This is the hub emblem on a Studebaker-Garford Model H (1907) caam |
After 1908, it is likely that Studebaker-Garford models carried a "Studebaker" script in cast bronze or in flat brass plate on the radiator core, but I cannot confirm this.
The Studebaker-Garford arrangement was discontinued after the 1911 model year.
Studebaker did not build their own motor cars for 1911 and 1912 but did build cars for EMF and Flanders and the "Studebaker" name was attached to the emblems and serial plates as manufacturer, see example below:
Studebaker introduced its own passenger car in 1913 and these displayed a brass "Studebaker" script placed centrally on the radiator core, see example below. The "Studebaker" name also continued to be used on the hubcaps and serial plates. Studebaker light delivery vehicles were based on passenger car chassis and used the same "Studebaker" script.
In 1915, Studebaker cars carried a smaller, nickel plated "Studebaker" script mounted in the lower right corner of the radiator when facing the radiator, see example below:
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| This is a Studebaker built EMF radiator emblem (c1911) mjs Size: 50mm diameter MM: None |
Studebaker introduced its own passenger car in 1913 and these displayed a brass "Studebaker" script placed centrally on the radiator core, see example below. The "Studebaker" name also continued to be used on the hubcaps and serial plates. Studebaker light delivery vehicles were based on passenger car chassis and used the same "Studebaker" script.
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| This is a Studebaker radiator script (1913-1914) mjs Size: 260mm wide |
In 1915, Studebaker cars carried a smaller, nickel plated "Studebaker" script mounted in the lower right corner of the radiator when facing the radiator, see example below:
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| This is a Studebaker (originally nickel plated) radiator core script (1915) mjs Size: 208mm wide |
The first Studebaker radiator emblem was the now, well known "wheel" emblem design, see example below. The example shown, finished in black and white enamel, was used in 1916 through 1919 on all Studebaker models and reintroduced on some models in 1926-1927.
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| This is a Studebaker radiator emblem (1916-1919; 1926-1927) mjs Size: 63mm wide 58mm diameter MM: Unknown |
A similar version of this Studebaker radiator emblem was used on the equivalent vehicles assembled in Canada, see example below. This Canadian Studebaker radiator emblem is scarce.
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| This is a Canadian Studebaker radiator emblem (1916-1919; 1926-1927) mjs Size: 63mm wide 58mm diameter MM: Unknown |
The Studebaker "wheel" emblem continued in use, with variations in size and color, until late-1935, see examples below:
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| This is a Studebaker radiator emblem (1920-1924) mjs Size: 62mm wide 57mm diameter MM: Unknown |
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| This is a Studebaker Light Six radiator emblem (1920-1924) mjs Size: 54mm wide 51mm diameter MM: Unknown |
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| This is a Studebaker Special Six radiator emblem (1921-1924) mjs Size: 62mm wide 58mm diameter MM: Unknown |
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| This is a Studebaker radiator emblem (1924-1926) mjs Size: 62mm wide 57mm diameter MM: Unknown |
The following Studebaker radiator emblem was used on export models and some domestic models:
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| This is a Studebaker radiator emblem (1926-1927) mjs Size: 62mm wide 58mm diameter MM: Unknown |
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| This is a Studebaker President Big Six radiator emblem (1926-1927) mjs Size: 62mm wide 58mm diameter MM: Unknown |
The following Studebaker emblem is a more symmetric version of the Studebaker President emblem shown above:
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| This is a Studebaker President Big Six radiator emblem (1926-1927) dnc Size: 62mm wide 58mm diameter MM: D L Auld |
The following Studebaker President Big Six radiator emblem was used on models assembled in Canada. This Canadian Studebaker radiator emblem is scarce.
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| This is a Canadian Studebaker President Big Six radiator emblem (1926-1927) mjs Size: 62mm wide 58mm diameter MM: Unknown |
The following Studebaker radiator emblem is a smaller version of the first enamel Studebaker radiator emblem and was used from late 1927 to June 1928:
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| This is a Studebaker emblem (late 1927-mid 1928) mjs Size: 55mm wide 50mm diameter MM: D L Auld |
The following, even smaller version is believed to have been used as a radiator emblem on the second series Studebaker Dictator just before the introduction of the third series in June 1928, but this is not confirmed. If you can clarify when this Studebaker emblem was used, please let me know, in order to update this post.
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| This is a Studebaker radiator emblem (1928) mjs Size: 46mm wide 43mm diameter MM: Unknown |
There was a change in the Studebaker radiator emblem design in 1928, see examples below with wheel tires finished in pale blue or white enamel.
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| This is a Studebaker radiator emblem (1928-1931) ms Size: 53mm diameter MM: Unknown |
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| This is a Studebaker radiator emblem (1928-1931) dnc Size: 53mm diameter MM: Unknown |
The following Studebaker radiator emblem was used on export models:
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| This is a Studebaker radiator emblem (1928-1931) mjs Size: 53mm diameter MM: Unknown |
The Studebaker radiator emblem design was changed again in 1932 with a relatively small wheel emblem mounted within a larger feature located in the center at the top of the radiator grille, see example below:
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| This is a Studebaker President radiator emblem (1932) acdm |
These small Studebaker radiator emblems usually have either a pale blue or white enamel rim, see examples below:
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| This is a Studebaker radiator emblem (1930-1934) acdm Size: 32mm wide 31mm diameter MM: Unknown |
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| This is a Studebaker radiator emblem (1930-1934) mjs Size: 32mm wide 31mm diameter MM: Unknown |
The corresponding emblems for export models had "Made In" stamped on the left side edge of the small wheel emblem and "U.S.A." stamped on the right side edge, see below:
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| This is a Studebaker emblem showing the "U.S.A." stamping on the right side edge kmc Size: 32mm wide 31mm diameter |
The all metal Studebaker emblem shown below was mounted on the top of the vertical bar dividing the radiator grille in 1935. The "Made in USA" inscription was used on both domestic and export models.
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| This is a Studebaker radiator emblem (1935) mjs Size: 37mm wide 30mm diameter MM: None |
Studebaker commercial vehicles built in the period 1927-1930 carried the same emblems as the passenger cars.
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| This is a Studebaker truck radiator emblem (1930-1931) mjs Size: 62mm wide 31mm high MM: D L Auld |
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| This is a Studebaker truck export model radiator emblem (1930-1931) mjs Size: 62mm wide 31mm high MM: D L Auld |
The Studebaker truck radiator emblem design was changed slightly after 1931, see examples below. These Studebaker radiator emblems are rare.
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| This is a Studebaker truck radiator emblem (1932-1933) ms Size: 62mm wide 19mm high MM: D L Auld |
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| This is a Studebaker truck export model radiator emblem (1934-1935) mjs Size: 60mm wide 29mm high MM: D L Auld |
There was a complete change in Studebaker emblem design from 1935 for passenger cars and commercial vehicles. The changes in emblem design are described below, first for passenger cars and then for commercial vehicles.
There was a change in Studebaker passenger car radiator design from November 1935. The emblem became a large, red circular emblem mounted on the upper left side of the radiator grille with similar emblems sometimes mounted on the rear deck or trunk lid., see examples below:
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| This is a Studebaker radiator emblem (1936-1938) mjs Size: 71mm diameter MM: Ross-Adseal |
The same Studebaker radiator emblem exists with "Made in Canada" for models assembled in Canada.
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| This is a Studebaker trunk lid emblem (1936-1937) mjs Size: 71mm diameter MM: Fox (also D L Auld) |
The following is a Studebaker President radiator emblem:
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| This is a Studebaker President radiator emblem (1936-1938) mjs Size: 70mm diameter MM: D L Auld |
Note that there are good quality reproductions of the Studebaker emblems shown above.
The following Studebaker emblem is much smaller and has a variation in background pattern behind the red enamel. Possibly this is a steering wheel center but I cannot confirm this.
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| This may be a Studebaker steering wheel center emblem (date uncertain) mjs Size: 54mm diameter MM: Fox |
The Studebaker President horn button had a black painted emblem from 1935-1936, see example below:
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| This is a Studebaker President horn button emblem (1935-1936) shrockbrothers.com |
The following Studebaker horn button emblem was used on Commander models from 1937-1940 and on Champion models from 1939-1940:
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| This is a Studebaker horn button emblem (1937-1940) shrockbrothers.com Size: 62mm diameter |
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| This is a Studebaker President horn button emblem (1937-1940) shrockbrothers.com |
The Studebaker radiator emblem was changed in 1939 to an "S" emblem placed on the upper center panel above the radiator grille.
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| This is a Studebaker President advertisement showing the new radiator emblem (1939) ms |
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| This is a Studebaker radiator emblem (1939) ms Size: Unknown MM: Unknown |
There were changes in design of the Studebaker radiator emblem over the next few years, see examples below:
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| This is a Studebaker radiator emblem (1940) ms |
The named Studebaker models had the model names in script on the hood sides, see examples below:
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| This is a Studebaker President radiator emblem (1941) ms |
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| This is a Studebaker Champion emblem (1941) ms |
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| This is a Studebaker Champion hood emblem (1942) ebay Size: Unknown MM: Unknown |
Different designs of Studebaker horn button emblems were used for each model, see examples below:
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| This is a Studebaker Commander horn button emblem (1941) mjs Size: 66mm diameter MM: Fox |
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| This is a Studebaker Champion horn button emblem (1941) mjs Size: 60mm diameter MM: Fox |
The following red enamel spear shaped Studebaker emblem was used as the deluxe steering wheel center emblem for the Studebaker Commander in late 1940 to mid-1941. There was also a blue enamel variety of this emblem.
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| This is a deluxe Studebaker steering wheel emblem (late 1940-mid 1941) ms Size: 184mm high 38mm wide max MM: Unknown |
The following spear shaped Studebaker emblem showing an airplane and racing car motif was used as the steering wheel center emblem for the Studebaker Commander and President models in late 1941 through 1942:
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| This is a Studebaker Commander steering wheel emblem (late 1941-1942) mjs Size: 184mm high 38mm wide max MM: Unknown |
Studebaker passenger car production ceased from 1942 until 1946. The following hood emblem was used on the first Studebaker Champion models to appear when passenger car production recommenced after the Second World War in 1946:
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| This is a Studebaker Champion hood emblem (1946-1947) ms Size: Unknown MM: Unknown |
As with Studebaker passenger cars, Studebaker truck emblems were redesigned after 1935.
In 1936, winged wheel mascots incorporating the "Studebaker" name were displayed on Studebaker trucks, together with with pressed metal, winged wheel emblems mounted on the center of the radiator grille and nameplates located on each side of the hood, see examples below. These Studebaker grille emblems and side hood nameplates are scarce.
The Studebaker truck radiator grille emblems were not used after 1936 but the mascot and hood side nameplates continued in use until early 1941.
The Studebaker truck radiator grille emblems were not used after 1936 but the mascot and hood side nameplates continued in use until early 1941.
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| This is a Studebaker truck mascot (1936-1941) ms |
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| This is a Studebaker truck radiator grille emblem (1936) aowm Size: 213mm wide 58mm high MM: Unknown |
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| This is a Studebaker Ace truck radiator grille emblem (1936) mjs Size: 213mm wide 58mm high MM: Unknown |
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| This is a Studebaker Boss radiator grille emblem (1936) mjs Size: 213mm wide 58mm high MM: Unknown |
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| This is a Studebaker Mogul radiator grille emblem (1936) lktec Size: 213mm wide 58mm high MM: Unknown |
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| This is a Studebaker Boss truck hood side nameplate (1936-1941) mjs Size: Unknown MM: None |
Studebaker built a large number of trucks for military use during the Second World War. A few Studebaker trucks were built for civilian use from 1941 to 1945. These displayed the Studebaker name on a curved metal nameplate located on the front of the hood, see example below. This design was continued on civilian Studebaker trucks built after the Second World War from 1946 to 1948.
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| This is a Studebaker truck hood emblem (1941-1948) ms |
I am most grateful to Dennis Neilsen for his valuable advice on the dates of use of Studebaker emblems. Any errors in my interpretation of this advice are entirely down to me.
