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A new logo for Buick?

If you go to the United States Patent and Trademark Office (USPTO) website, you’ll come across a recent GM filing for a new logo for Buick. Indeed, on March 16, 2022, Buick filed what appears to be its next branding.

Displayed in black and white with no indication of whether it remains that way, Buick’s new logo features the automaker’s famous three shields. However, their design has been redesigned, especially in the upper part and the center band. This is now curved and ends at the bottom of the shield.

Old Buick logo

But the most distinctive element of this new logo is that the shields are no longer installed diagonally, but rather side by side horizontally. So what does this new positioning of the shields mean? It’s not yet clear, but it’s obvious that Buick is trying to revive its brand image. Remember that this is a manufacturer which, despite its recent efforts, has failed to rejuvenate its image. Will the arrival of electric vehicles at Buick finally allow it to stand out?

In fact, it could well be that Buick adopts the same strategy as Cadillac, that is to say, to go with a badge of a monochromatic nature to symbolize its electric models. However, we don’t yet know anything about a possible electric model from Buick, but everything suggests that the General Motors sub-brand will offer a vehicle inspired by the Cadillac Lyriq in the near future. To be continued.


See also:   Ford loses US$36,000 on every electric vehicle sold, and its CEO wants to rectify the situation
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