Durant Radiator Emblem

This radiator emblem belonged to a Durant automobile that was manufactured by Durant Motors, Inc. of Lansing, Michigan around 1928. Durant was founded by William Durant inn 1921 after his second outing from General Motors, and lasted until 1932, when Durant had to declare bankruptcy. The shield-shaped emblem has a dragon on the crest, with a quartered shield below, and a red banner that reads “DURANT” in white.

Radiator emblems are small, colorful metal plates bearing an automobile manufacturer's name or logo that attached to the radiators grilles of early automobiles. Varying in shape and size, the emblems served as a small branding device, sometimes indicating the type of engine, place of manufacturing, or using an iconic image or catchy slogan to advertise their cars make and model. This emblem is part of the collection that was donated by Hubert G. Larson in 1964.

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