The Clark Family has rolled out a new brand identity, unifying its Honda and Chevrolet dealerships under one cohesive vision. According to a release, the rebrand “reflects the Clark’s long standing commitment to their customers, their deep-rooted presence in the Rio Grande Valley, and focus on delivering an excellent automotive experience.”

“Since 1933, the Clark Family has been known for its exceptional service and dedication to  our customers. This rebrand is about simplifying our message and reinforcing that no  matter whether you are at Clark Knapp Honda in Pharr or Clark Chevrolet in McAllen, you  are experiencing the same trusted name, the same values, and the same commitment to  quality,” said Alex Clark. 

The new branding introduces a streamlined and modernized visual identity, including a refined logo system that unites both Clark Knapp Honda and Clark Chevrolet with a cohesive brand identity. Customers will see updates across all dealership locations, digital platforms, signage and marketing materials as part of the official rollout. 

The new logo honors the tradition of the Swiss cross introduced into the Clark brand by Kirk Clark and his father, Charles Clark. Louis Chevrolet, a Swiss-born racing driver and entrepreneur, co-founded the Chevrolet Motor Car Company in 1911. As a symbol of unity, quality and honor, the Swiss cross is a cornerstone of the Clark brand. Charles Clark was also a noted collector of Swiss Constructivist art prints and lithographs. 

“This is more than just a logo change — it’s about clarity, consistency and ensuring our customers recognize Clark as one trusted name in the automotive space,” added Marketing Director Michele Sparks. “We’ve taken a thoughtful approach to make sure our rebrand not only honors our past but also sets us up for the future.” 

To celebrate the rebrand, Clark Dealerships hosted a launch event at the McAllen Chamber of Commerce on March 3. Here, they rolled out a community-focused campaign highlighted by an inaugural annual commitment to the McAllen Boys & Girls Club Youth Baseball Program.