With the new Dodge Challenger SRT Demon revealed at last year’s New York Auto Show, Dodge and SRT got a lot of things exactly right. They were right in surmising that there would be fervent demand for a hotter version of the SRT Hellcat with 840 peak horsepower on race fuel, for instance, and quite correct that Mopar fans would go gaga for its 2.3-second 0-to-60 time and 9.65-second quarter-mile.
Their designers also did a bang-up job with regard to the Challenger SRT Demon’s logo, which is similar enough to the now-iconic Hellcat badge that it looks almost timeless, and playful enough to be fun instead of off-putting and bleak – as artistic representations of the unholy so often are.
As with all things design-related, though, the SRT Demon logo wasn’t spontaneously created as-is out of thin air. Rather, designers from Dodge and SRT considered a number of different proposals – some just as lightheartedly impish as the final design, and others downright creepy – before selecting the horned face that would represent their hellishly powerful new muscle car. Mark Trostle, Head of Design at Dodge and SRT, shared nearly 50 of these proposal sketches on Instagram today, just to give us an idea of the myriad different directions the Demon logo could have gone.
Take a look: