Buick’s New Logo and its Long-Standing History

General Motors New Buick Logo Trademark Filed

On March 16, 2022, General Motors reportedly filed to trademark a new Buick logo with the United States Patent and Trademark Office. The consumer’s reaction to the change was one of shock, since many had grown accustomed to the old logo and were curious about what the new design would be. However, in the past, Buick has been known to make major adjustments, like diverting to an all SUV lineup or removing exterior badges. This time Buick is changing its brand identity by modernizing their logo. 

GM Takes Ownership and Makes Changes

After GM and Germany-based company, Opel parted ways in 2017 and in turn eliminated the common confusion between the European and American cars. General Motors has more flexibility when it comes to new designs for their newer Buick models. It provides an opportunity for recreating outdated elements to bring in more modern styles. 

Buicks Logo Redesign 

In 1960, Buick’s most recognizable logo was released, its famous “tri-shield” emblem showing three shields aligned diagonally within a circle. Until then, the design had only been modified occasionally in keeping with that sentiment, Buick’s logo did not change significantly until the Skyhawk line was introduced in 1975. Short-lived, the hawk atop of blocked letters was switched when the Buick logo received another major redesign in 1990. GM eliminated the eagle and added the “tri-shield” emblem instead. Now, after nearly three decades the brand is introducing a new look for its logo again.

The new logo, which was recently leaked onto social media, shows the new design has horizontally aligned shields with a red, white, or blue line inside each without a surrounding ring. These images, colors, or other information haven’t been confirmed by General Motors and unfortunately the trademark doesn’t specify either. 

But the industry has been changing as several car brands have updated their logo within the last few years, like Nissan, Kia, and Cadillac. Therefore, it’s only fitting that Buick would modernize their logo as well and it’s rumored to be available as early as 2023. 

The industry is all abuzz about these upcoming changes and wait patiently to see GMs new designs. If you’re intrigued by these design modifications or want something more traditional, come by to view our lineup of new and used Buicks at Buick GMC Rochester dealership today.