proton Logo - History, Design, and Meaning
Company Overview
PROTON Holdings Berhad (PHB; informally PROTON) is a Malaysia-based corporation active in automobile design, manufacturing, distribution, and sales. Established in 1983 as the sole national badged car company until the advent of Perodua in 1993, the company is headquartered in Shah Alam, Selangor, with additional facilities at Proton City, Perak. 'PROTON' is a Malay acronym for Perusahaan Otomobil Nasional (National Automobile Company).
Key Information
- Founded: 1983
- Founder(s): Mahathir Mohamad
- Headquarters: Shah Alam, Selangor, Malaysia
proton Logo Meaning and History
The evolution of the Proton logo is impressive, reflecting the brand's origins in Malaysia and its initial focus on the local market. The first two badges incorporated symbols significant to the country's legacy and religion, depicting key Muslim symbols.
As the company expanded westward, the logo transformed to adopt an animal image as the main theme, effectively representing the power and courage of the marque.
The very first Proton logo, introduced in 1985, featured a rhombus with an elongated bottom part and a colorful upper section. The silver badge contained a yellow star with a yellow crescent moon beneath it, both set against a blue background. The wordmark, written in lowercase using a custom font resembling Arabic lettering, was placed below the badge.
In 1992, three different badges were designed for the brand: one with the star and moon for the local market, and two others featuring white and yellow mandalas on a deep blue background for exported vehicles. The wordmark sometimes accompanied the badges, echoing the 1985 design but with bolder contours and a darker blue shade.
The year 2000 marked a significant rebranding for the company. The new Proton badge consisted of a dark purple shield with a thin gold outline and a green circle in the center, also outlined in gold, featuring a stylized tiger facing right with its mouth open. This symbol of strength and courage presented a modern and stylish image, reflecting the brand's progressive approach.
The wordmark was placed inside the crest, above the rounded emblem, in all capitals using a lightweight sans-serif typeface with a glossy golden texture, adding volume and motion to the overall image.
In 2008, the color palette of the badge shifted to black and silver, giving the three-dimensional emblem a more robust and solid appearance that suited any car color. The lettering was slightly enlarged and thickened.
In 2016, the wordmark was removed from the crest and placed underneath it. All contours of the badge were redrawn and thickened, with the silver parts gaining more gloss for a sleeker look. The wordmark was executed in a bold sans-serif font, using the same gradient metallic palette but featuring a thin black outline for distinction.
By 2019, the shield was eliminated from the Proton visual identity, leaving only a circular emblem with a redrawn tiger enclosed in a thin silver frame. The wordmark was placed beneath the badge, maintaining a balanced and fresh color palette.
Proton's journey from ornate lettering to bold, clean sans-serif is evident today. The thick, straight letters in a square, confident font convey a sense of stability and trustworthiness without overwhelming the image.
The brand's color palette evolved from blue and yellow to purple and gold, ultimately settling on a minimalist metallic silver. This final choice looks professional and strict, reflecting the company's commitment to customer comfort and safety.
As for the color palette, the brand started from blue and yellow, tried purple and gold, and finally came to the most minimalist solution — metallic silver. It looks professional and strict, showing the fundamental approach of the company and its value of customers' comfort and safety.
