The intricacies and origins of vehicle emblems can often be deduced by the logo itself. For example, it doesn’t take a history degree to figure out how the T on a Tesla or the simple GMC lettering came to fruition. But the stories behind other badges, like Buick’s Tri-Shield emblem, take a bit of digging to unearth, as The News Wheel outlines.
Like many other badges and emblems used today, the Tri-Shield has steadily evolved over the years and today appears vastly different from the original design found on vehicles made by the Buick Motor Company in the 1920s and 1930s.
Buick’s first vehicles often employed a text-based design, and it wasn’t until 1937 when a GM styling researcher named Ralph Pew dug up a description of the Buick family’s ancestral arms in Burke’s Heraldry (1851), that noted:
“Gu. A bend chequy, ar. and az. betw. a Buick’s head erazed in chief, and a cross couped and pierced, or, in base.”
The description was interpreted and GM came up with a new design that incorporated a reddish-orange shield with a silver/azure checkerboard crossing diagonally, complete with a stag in the top right and a cross with a hole in the bottom left. The new emblem was first adopted on Buick radiators in 1937.
Buick Single-Shield emblem, as interpreted from the Buick family’s ancestral arms
Zip ahead to 1959 and the single ‘shield’ had morphed into three, as blue and white shields (sometimes grey) sat alongside the original red shield, each representing a different model in the range: The Electra (blue), the LeSabre (white) and the Invicta (white/grey).
1990 Buick Tri-Shield Logo
The tri-shield logo was briefly shelved during the mid-70s and replaced with a Hawk named “Happy,” in tandem with the launch of the Buick Skylark. But the predatory bird logo was scrapped along with the model itself in the 1980s. That’s when the Tri-Shield was back for good.
Buick Hawk Logo, featuring “Happy”
Since then, the only major change is the deletion of the red, white and blue used inside the shields themselves. In Buicks sold in North America, each shield is a chrome silhouette. But Buicks sold in China continue to have color in the Tri-Shield.
Buick Tri-Shield logo in chrome used on Buicks in the North American market.
All this has got us thinking what could be next. Is it time Buick re-dipped the tri-shield in its patriotic paint, as shown on the Avenir? Or should Buick redesign the tri-shield emblem altogether? Talk to us in the comments.
Buick Tri-Shield logo in red, white and blue used on Buicks in the Chinese market. This particular photo shows the grille and logo of the 2015 Buick Park Avenue.
Comments
Is this post something that the Brass at Buick are mulling over ? If not , my suggestion is pointless , but I would have the dealerships send a happy little letter on the anniversary of their vehicle purchase , with a separate note asking for their input on a Buick emblem choice for future vehicles…include a self addressed envelope with postage included or request an email with the authorized code included . ( note , a letter on the anniversary of the vehicle’s purchase should be mandatory at all GM dealerships , it is that important ! )
Sorry but 1904 was, and is, the best logo
http://media-cache-ec0.pinimg.com/736x/96/5a/df/965adf56823631fc38d6f38a8a05f83e.jpg
Wow, I would like to see the money invested in product innovation and improvement and not spent ridiculously redesigning Buick and Cadillac shield/crests. What are they thinking?
Image is important
Andrew
Buick has bigger issues than the image of their insignia. I think they better concentrate and offer products that consumers want. Somewhat of a struggle for them now.
I think Buick is going to explode. What’s holding them back is too many sedans. Let SUVs between Encore and Enclave arrive. Let the Adam show Eve a few tricks.
It’s exciting actually.
Is that facts or just your opinion? I know which.
Buicks actually have improved. Consumer Reports rates the brand as better than Honda and BMW. And logo redesigns cost nothing.
I like the monochrome logo as is and thinks it’s perfect for North America. Today, the three sheilds represent the partnership of Opel, Vauxhall and Buick. They could also represent the manner in which Buick now covers the turf of it’s former sister brands: Buick, Pontiac and Oldsmobile.
Buick (hopefully) will never again consist of only three but the logo is nonetheless iconic.
I contemplated a silly/fun idea for the Buick logo going international. The notion was using the three shields as Vauxhall, Opel. and Buick — but — the shields would exhibit colors related to the nation it was purchased in. And so an Opel sold in Italy would have green white and red shields. A Scottish Vauxhall would be blue-white-blue.
Then I had to admit to myself that I simply dig the Vauxhall logo.
I wish they would return the color back to the current logo as in the 1980 one. I dont care how “global” they think they are or want to be, it still has been an American company and the red white and blue sort of brags about it. Let the foreign places they are sold get the chrome one.
I read that the Chinese versions had the tri-color logo.
It’s a safe logo for a safe brand.
15 years or so ago, GM spent money to get the best golfer in the world and a guy that most everyone in the world recognized as a spokesman, and then sat him in boring Buicks. Sure, they had photo ops in the concept Velite and others, but nothing much more edgy than Enclave’s.
He’s a simlar age to me, and throwing in a 2 seater or a true perfomance sedan, would’ve sold immediately.
Buick, outside of the Regal GS sleeper (of which there is no marketing of), still has no car that anyone under 50 is going to consider. Its for the 60+crowd who can’t buy Grand Marquis, or slightly younger who want a full size, safe sedan.
No point in changing a safe logo as long as the brand stays safe.
If Buick is to be branded as “affordable luxury,” it needs an emblem and a brand/design identity that evoke that in the minds of people just like what the Cadillac logo or the Coca Cola logos and emblems evoke. Personally, I think the emblem needs to be jewel-like and going back to the colored tri shield is a step in the right direction.
Chinese buyers love the Red, white and blue emblem. It is the American consumer who receives the understated monochrome I’d suppose based on market testing.
Truth be told, the tri shield no longer tells a story which is the basis of such abstract marketing.
Maybe GM should design a stylized B (like Toyota did Lexus ) and call it a day.
In sentimental when it comes to these things but do think that Buick needs a complete marketing reboot.
Buick ‘ s logo is not the source of their current woes.
It is product. Refreshing existing ones, introducing new crossovers and getting into new segments like with the Cascada and Adam.
They will be addressing the product problem over the next 2 -3 years and sales will improve.
Their logo design is a non issue to sales success or failure.
Cadillac just changed it’s logo to no quantifiable effect on sales or brand image .
I like the logo. I recall the red white and blue logos. They still sell them like that in China! Why not in the us? I got vinyl for my 11 Regal and made the logos red white and blue 🙂
I believe the tri-shield emblem started in 1960. 1959 had a knights helmet on the trunk and hood. i remember the hawk over the Buick logo in the 70’s i felt it added a touch of class. I think Buick should put red white and blue back in the tri-shield and bring back Riviera!
They do have it back on the tri shield now.
Please bring back the colors for the U.S.