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.
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.