Cadillac, GM’s luxury car brand, has updated its brand identity with a monochrome version of its crest and a new sans serif wordmark that will be used on all of its electric vehicles.
The new visual identity was developed by the independent branding & design agency Mother Design with the aim of creating “a more modern and better functioning brand”.
This evolution is part of Cadillac’s plan to be fully electric by 2030, which explains why the logo was first seen in late 2020 when Cadillac introduced the all-electric Lyriq SUV.
The new shield says goodbye to the 3D chrome style and the script font to replace them with a flat monochromatic design and a custom all-caps extended sans serif font.
Like all car logos that have recently been updated, the new Cadillac shield was designed to illuminate the front grille and represent the power of electricity.
Cadillac combustion engine models will continue to use the old color crest until it’s time to switch to electric vehicles.
The new wordmark, which can now be used independently from the shield, features a custom typeface called ‘Cadillac Gothic’ developed in partnership with Colophon Foundry.
The custom typeface has 6 weights and is inspired by the width, scale, and presence of Cadillac design.
The new identity includes new photography, art direction, and a custom pattern taken directly from the black and white lines of the new shield.
The pattern can be seen on lifestyle products and in the ceiling of the new Cadillac CELESTIQ, which I love ❤️
At this point, it’s no surprise that Cadillac decided to flatten and modernize its logo – it’s a trend we saw throughout the year. The surprising thing is that they decided to keep the complexity of the shield and made it work.
I love how they took the four rising lines of the shield (not an obvious element) and translated them into multiple assets like a pattern, animation, and video transitions that make the whole brand come together.
It is also great to see a sans serif that is not the overused geometric style. The extended and thin weight of Cadillac Gothic brings the sophistication the script font had in a more contemporary way.
Can’t wait to see who is the next car brand to update its logo!
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[…] year, General Motors, the parent company of Buick, updated its identity and Cadillac‘s to reflect its commitment to offer an all-zero-emissions lineup by 2035 and be a […]
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