The world is full of too many bland badges, if we’re to be blunt. That’s why we’re ecstatic to see the tried-and-true red, white and blue tri-shield badging return with the debut of the 2017 Buick LaCrosse.
Buick has dug into its past to reinstate the colored insignia, and states by 2018 each vehicle within its portfolio will wear it. It sounds as if the next few years will be busy ones for the brand.
“The new tri-shield insignia represents the next chapter in Buick’s storied design history and introduces a new face for the brand,” said Duncan Aldred, vice president of Global Buick. “It’s a progressive, contemporary design reflective of Buick’s newest vehicles and cognitive of the brand’s heritage.”
The colored insignia returns with a modern interpretation of the waterfall grille, featuring a recessed look, winged elements and a darker color scheme. Buick ensured the latest face of the brand honored its heritage in a fresh, modern way after the badging was introduced more than 55 years ago.
Throughout its tenure, the badge has been stretched, widened, used as a hood ornament and more, but 2017 LaCrosse returns it to a proper stature.