The original badge and what it said about the car

The camaro logo that appeared on the first production cars in 1967 was a straightforward piece of automotive graphic design from a period when automotive graphic design was expected to communicate power and precision above all else. The name Camaro appeared in lowercase chrome script on both front fenders.

Chevrolet's broader identity at this period used the bowtie logo, which had appeared on Chevrolet vehicles since 1913, according to the official record. The Camaro used the bowtie in combination with Camaro-specific lettering rather than replacing one with the other. This two-part identity system, where the corporate mark and the model identity coexisted, was standard practice at GM across its lines and distinguished American automotive branding from European approaches that often subsumed model identity under a stronger house mark.

For the complete story of where the Camaro fits within Chevrolet's history, the Chevrolet Camaro history covers the model's full arc from development to the sixth generation.

How trim levels changed what you saw on the car

In the first-generation Camaro (1967-1969), the badge presentation varied significantly based on the options ordered. A base Camaro wore relatively restrained badging. An SS model added Super Sport call-outs on the grille and rear panel. An RS brought hidden headlights and specific trim treatment that altered the front fascia's visual identity. A Z/28 received Z/28 identification on the front fenders in a script that was distinct from the standard Camaro lettering.

This badge architecture was not arbitrary decoration. Each marking communicated a specific configuration to someone who knew the system. An SS badge meant a specific engine and equipment package. The Z/28 designation indicated the Trans-Am racing package. This language of badges was common across American performance cars of the period, but the Camaro's execution was particularly layered because of how many legitimate configurations existed simultaneously.

The RS/SS combination, where both packages appeared on the same car, required a specific badge arrangement that has become a reference point for restoration judges. The correct application of letters and emblems on a first-generation Camaro is a subject detailed enough to fill dedicated chapters in restoration manuals, and errors are identified quickly at shows.

"The badge arrangement on a first-gen Camaro is essentially a data label for enthusiasts. Anyone who knows the system can read the configuration of a car from across a parking lot without opening the hood."

-- Tom Ramirez

Second and third generation changes

The second-generation Camaro (1970-1981) brought a redesigned lettering treatment that reflected the design language of the new body. The badge placement shifted as the body panels changed. The Z/28 designation continued, apart from a break for the 1975 and 1976 model years, and SS badging ran through 1972, after which the Super Sport package was dropped for the rest of the generation.

The third generation (1982-1992) marked the most significant departure from the original badge language. The car had changed substantially in character, with a hatchback body and more aerodynamic styling. The Z/28 continued as a designation, and the IROC-Z appeared as a name derived from the International Race of Champions series that Camaro supplied as the spec vehicle, arriving for the 1985 model year. The IROC name gave the third-generation car a specific identity that neither the first nor second generations had carried through competition branding.

Fourth generation through the nameplate's current status

The fourth-generation Camaro (1993-2002) kept the Z/28 as its performance model. The SS designation returned in 1996 on cars built from Z/28s by SLP Engineering, and it continued until the fourth generation ended after the 2002 model year.

When the fifth generation launched for 2010, Chevrolet made a deliberate decision to reference the first-generation visual language. The bowtie remained the anchor of the front fascia identity.

The sixth generation (2016-2024) refined this further, giving the car a more aggressive face and updating badge placement. By the end of the sixth generation, the Camaro's visual identity had completed a full arc: the badges of the 2024 car were recognizably descended from the 1967 originals while being clearly contemporary in execution.

Understanding what the name behind the badge actually means is the next piece in this series. Read about what the word Camaro actually means, which turns out to be a more contested question than most people expect. And for more visual history of the Camaro's cultural presence, the Camaro in pop culture covers its film, television, and media appearances.

Sources and notes

Production figures, engine specifications, codes, and dates in this article are cross-referenced from established Camaro references, period documentation, and owner registries. Where sources differ, the most commonly cited value is used. Cost figures are indicative and vary by supplier, region, and condition.

Updated November 1, 2026: Corrected: the 1967 Camaro wore chrome script lettering on its front fenders, and the fourth-generation SS was built on the Z/28 by SLP through 2002.