After months of speculation, Buick has officially revealed a new logo for all of its new models starting in 2023. This is the first significant change to the logo since 1990, and the 17th iteration of the emblem.
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The new logo was first reported on March 2022, by CarBuzz when the site discovered that General Motors filed a trademark with the United States Patent and Trademark Office.
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Like most car manufacturers who have renewed their logos in recent years, the new identity comes with the commitment of the company to going 100% electric by 2030 and the introduction of a new fleet of electric vehicles.
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The first Electra model will be unveiled in 2024, with Buick set to go fully electric by 2030 in the US. So far the brand has released a concept car called Wildcat EV for the US market, and the Electra-X concept car for China, where Buick is nearly five times more popular.
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Last 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 carbon-neutral company by 2040.
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The new logo removes the outer ring and aligns its 3 shields horizontally, which have also been updated with a descending line in red, silver, and blue.
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Unlike many car brands that have gone with a flat design, Buick chose to keep the 3D chrome effect as this is how the new emblem will physically look on the cars (Although they have a secondary flat design too).
![](https://thebrandinquirer.wordpress.com/wp-content/uploads/2022/08/buick-logo-evolution-redesign-electra-electric-cars-design-flat.png?w=1024)
The new design was also designed to be illuminated on the new electric models, but unlike its competitors that illuminate their entire logos with white light, Buick will exclusively illuminate the 3 color lines of its logo on the new electric models, making it recognizable in the dark.
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The new brand identity also includes a new bold and extended wordmark, an updated color palette, and a new marketing approach in collaboration with Reese Witherspoon targeting female car buyers. Women represented 56% of Buick’s sales in 2021.
Buick’s redesign could have been another brand refresh in the automotive industry, however, the decision to illuminate its logo in 3 colors starts a new conversation around differentiating brands at night.
Until now, car brands had only illuminated their logos in white, which seemed effective and cool at first, but now that everyone is doing it, what do car brands have to do to stand out in a sea of blurry white lights?
Is a fully lit logo enough? Or is another design element like color or movement necessary to differentiate the cars at night? Maybe a logo that moves when braking and accelerating? This is something that design teams and automakers need to consider now that they have introduced the element of light to their brand identities.
TBI
One reply on “Buick reveals new logo as it moves toward an electric future”
[…] the past few years, we’ve witnessed many automobile brands, such as Buick, Renault, Volkswagen, and KIA, revamp their logos as they move into an electric future. However, […]
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