Red Star Capital Noted that the USPTO published the brand LOGO of Buick's latest application. According to the announcement, on March 16, GM filed the new trademark application for Buick, and the current status of the application is "new application in progress". According to the trademark description, it can be used in the fields of motor vehicles, automotive electronic keys, etc., and peripheral products such as glasses, cups, clothing and umbrellas are also covered.
It is reported that the new trademark may be applied to pure electric models in the future.
Buick's previous logo used three shields in a circle as the basic pattern, which can be traced back to the family crest of David Dunbar Buick, the founder of the automobile manufacturing industry. The three shields are arranged closely against each other from low to high, and are red, gray and blue. The logo was adopted from 1960 onwards, and the three shields represented three models of cars in the Buick camp that year — electra, LeSabre, and Invicta.
Buick cars according to IC photo
The new LOGO removes the outer circle border, and the three shields are on the same horizontal line, completely independent of each other. The interior was also changed from diagonal to arched. It is not known whether the new LOGO will retain the iconic colors of red, gray and blue.
For this new car logo, many netizens said that they could not accept it, "ugly crying", "it's over, no one knows that it is a Buick"... Jokingly called the new LOGO "three nail clippers", "three nail caps", "three plugs".
Buick logo (left old right new)
In the past two years, the car companies that have changed the standard are not only Buick. Volkswagen, BMW, Toyota, Peugeot, Tesla (TSLA.US), BYD (002594. SZ), Changan Automobile (000625. SZ), Kia, General Motors, Volvo, Geely Automobiles (00175. HK), China FAW, SAIC Motor (600104. SH), Xiaopeng Motors (09868.HK/XPEV.US) and so on have changed the logo.
Almost all of the design ideas of the new targets of car companies are simplified and flat. Industry insiders believe that flat design has the advantages of being easy to identify and easy to spread.
More importantly, the replacement of car companies generally indicates that the strategic planning of car companies will be adjusted, and the new car label should show the direction and vision of their strategic change.
For example, a car logo that BYD replaced a month ago. The new LOGO has not changed much, and more importantly, the application scope map unveiled with the new LOGO not only shows BYD's existing business surface, but also shows the key business areas that may be in the future.
Image by BYD Weibo
GM also showcased the concept of electrification in the new icon, according to GM's official statement, the new "GM" icon with a bright blue gradient zero emission future is the clean sky and the inherent technological power of the Ultium platform (GM's electric vehicle battery system), the combination of "m" and underscore cleverly shows the shape of the power plug, emphasizing the future development route of electrification and digitalization.
Red Star News reporter Wu Danruo
Edited by Tao Yueyang
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