Buick, GM’s luxury brand, is changing its logo

Buick, GM’s luxury brand, is changing its logo

Buick, one of the first brands american the automaker and the company that founded General Motors in 1908 (its current owner) is changing its logo. One document found in the United States Patent and Trademark Office (USPTO), registered on March 16, brings news.

It confirms the adoption of the new logo (the first information is that the automaker has not confirmed this change) it will be the second time in the past decade that Buick has revised the three-shield logo. In 2015, the brand announced a design change that at the time contained items in the shape of a wing and bring back the tricolor shields. The logo debuted on the 2017 Buick LaCrosse sedan and then spread across the lineup starting with the 2018 model year.


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brand classic

Buick’s three-shield logo debuted in 1959, with a unique the shield it has been in use since 1937. In its current form, it has been slightly modified but kept the same since 1990, including the red, silver and blue shield.

Photo: Disclosure/Buick

According to the USPTO patent, the three shields appear in a possible two-dimensional back-to-back format, spaced side by side, rather than oscillating within ring (which has been removed). The horizontal line within each shield has also been changed to a descending line.

New Buick logo according to USPTO documents
Photo: Reproduction/USPTO

The trademark registration does not specify whether the new logo will have one Color or it will be monochrome. Buick has used monochromatic logos before, by the way. In its history, more than 15 different logos have been adopted by the brand.

According to the documents, the new token will work in several fields, from key chains and glasses for mugs, golf tees, clothes and umbrellas. And indeed, as indicated in the official patent document, the new logo is connected to “cars, which are cars”.

There’s no indication when the brand will officially announce the new logo, but with the Buick Regal being replaced in 2023, this could be the first model to sport the new logo. It’s also likely to see a new logo on the brand’s SUVs at the same time – not to mention that three side shields could arrive following a new marketing strategy. electricity from Buick.

The trademark application still needs to be handed over to an examiner, which takes about six months. A possible example of the future, as a perfect electricity, may be the model chosen to display the new logo. That’s because GM, late last year, registered the trademark “Buick Electra”.

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