Some changes seem to be on the way for General Motors’ Cadillac brand’s emblem, if recent U.S. Patent and Trademark Office filings discovered by GM Authority are any indication. The luxury brand seems to be planning on removing the wreath from its current “wreath and crest” symbol, leaving the multi-color crest by itself. The wreath-less logo was first seen on the Elmiraj concept that debuted in August of 2013.
Cadillac’s wreath-less crest emblem, as filed with the USPTO
Notably, none of GM’s recent Cadillac-related trademark submissions with the USPTO contain the wreath, with the most recent filings being filed in August of 2013 — corresponding with the debut of the wreath-less Elmiraj.
The news comes as General Motors continues to reinvent the Cadillac brand by overhauling its product portfolio with a series of segment-leading sport-luxury vehicles, entering new segments, and expanding the availability of Cadillac vehicles internationally, all while attracting customers form competing luxury brands.
The GM Authority Take
The move to remove the wreath from Cadillac’s “wreath and crest” badge seems to be one of keeping with the times, as we’ve been told before that the wreath is seen as “low-tech” and “old school” — adjectives that no brand wants associated with itself or its emblem, especially Cadillac.
Comments
Bout time!
The wreaths in my opinion kind of gave the logo a sense of class. Although I’m upset they’re getting removed, I do have to say the new logo looks cleaner so I’ve got nothing to complain about.
The current logo without the wreath looks a bit odd, but this all-new version is great. I think they should consider keeping the wreath out of the official logo, but perhaps they should add the wreath on certain cars such as the LTS. They could even bring back the hood ornament. Another thing I find interesting is that the new logo is proportional to the Chevrolet logo, and we have a new Buick logo on the way.
I think, I agree that new logo looks good but current logo looks very nice as well. It represents class!
I will miss the wreath as in the old emblem, but do have to say I like the new version. It has a modern and futuristic vibe to it. I’ve been looking over that b&w sketch of it in the text section and wondered what Chrome and matte finish would look like? Chrome/shiny in the light areas, and a matte finish in the dark ones. Just a thought is all.
If this is to be the new cadillac logo, I would like to see some renderings of the ATS, CTS, and new Escalade with this logo.
It takes a big pair to repair and build a brand in a new modern image. Cadillac is doing a good job so far and the emblem is a symbol of the fact it is not longer the car it was. Few people alive or driving remember what a real Cadillac was back in the day. Most remember the cluster they became in the 70-early 90’s.
There is still enough heritage there not to mistake the brand or emblem for anything but a Cadillac. But the new styling and emblem represent a new modern path and a car a cut above what they once were. They are no longer just fancy corporate rebadges and the emblem I think represents that well.
The press referring back to the days of the Cimarron may be finally coming to an end.
The logo without the crest is boring, classless, and forgettable. Not how I would want to represent a luxury car that is trying to once again be “The Standard of the World”.
“Not how I would want to represent a luxury car that is trying to once again be “The Standard of the World”
Through increasingly better product.
You’re not going to get that way with a wreath.
without the wreath, the crest kinda reminds me of the Transformers Autobot crest – might be a good foot in the door to attract a younger demographic!
I like the logo with out the wreath I just wish they didn’t flatten it as much……probably if it was 75% of this design it would have a nice classy size…
Im not going to miss the wreath because I will just buy an aftermarket one and throw it on there
Again I wonder how many people here really recall when Cadillac really was the real standard of the world for a majority of those years it was represented by a Art Deco emblem with no wreath very similar to the one we have now.
Even some years hit had some very classy wings.
I am just glad so many are not calling for the return or the crown to the emblem.
But I am sure someone will put the wreath back on their cars just as some will add fake convertible roofs and white walls to a new CTS.
If they build a Elmirage I am sure someone will put a stand up hood ornament to it too.
Bravo! Now to take the emblem off the grill and put it on the hood like other manufactures have done ( like BMW, ford, Mercedes, even the corvette)
I think buick needs to refresh the the three shields too and get it off the grill too.
Finally, the current version of the chevy chrome and gold bow-tie is horrible and keeps getting bigger for no known reason
I like the looks of the shield . Looks to be a bit wider than the current one . Plus it takes the shape of the new grills you find on the new CTS , Escalade and ATS .
Yes it fits the new styling much better. No more car with hard lines and folds with a circle in the grill. This just did not flow.
So the Holden Caprice will be the only vehicle with a wreath…
http://cdn.caradvice.com.au/wp-content/uploads/2013/05/Holden-Caprice-1.jpg
http://img.netcarshow.com/Holden-WN_Caprice_V_2014_1600x1200_wallpaper_04.jpg
Crest looks great without wreath on this car for sure….still think it should be used on some of the models….I love mine, at any rate…elegant and classic….don’t see Mercedes, Audi, or BMW changing theirs, do we……
Okay, subtract the wreath… but put the “jewels” back on the crest! GM has been pecking away at the poor Cadillac Family Coat-of-Arms for decades now… First they pluck off the wings, then they toss out the ducks, then they strip away the jewels, and now they want to hack the wreath away as well. What symbols of the great Cadillac Family will be left by the end of the next decade?! Again, I’m not saying I mind the wreath going away but there is so little of the original coat-of-arms left now it is barely recognizable for what it truly IS… the Coat-of-Arms of the family of Antoine de la Mothe Cadillac! The motor car company was named for the explorer who founded the city that the auto-maker has called home since its inception… this SHOULD mean something and it hardly pays homage to the man, his family, or the history of the make to disembowel the symbol it has borne from the beginning!