Buick Digs Into Its Past To Reinstate The Colored Tri-Shield Insignia
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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.
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Well, they did say more white space was headed to the badge. GM is keeping its word.
Why did Buick eliminate the colored Tri-Shield for the United States in the first place? I always thought it symbolized our “Red, White, and Blue” colors of our flag. I’m very glad they’re bringing it back! 😀
Perhaps at the time they saw it as a modernization. In any case, to carry the Red, White and Blue is a responsibility that should be reserved only for an American company’s finest work. Perhaps Buick feel confident that their products are now living up to that expectation again. I think the new LaCrosse is certainly a step in the right direction for the brand.
The red, white and blue logo should only be used on American built models. Perhaps the Chinese Buicks could be all red.
Or France, or the Netherlands, or Iceland, or Russia. 😉
It should have never left in the first place….
I really like how they recessed the vertical waterfall grill , but who on god’s green earth cares about the logo ?? . They could have put an oval one with the name Buick imprinted on it and it would mean as much !! I think that only people over 60 might recognize the present one , and for the most part , the rest could care less !
My 1995 Buick Regal had colored shields on the logo at the front grille. I sold the car but I have a picture if someone wants proof.
Um, how can it be ‘fresh, modern and forward-looking’ if it’s a return to the design from 55 years ago?
I suppose you could say ‘the people we’re trying to appeal to will never know that.’
But they grew up on sleek design from Apple, etc., so I’d venture they’ll know clunky when they see it.
Can I replace my 2011 Buick Lucerne CXL with the new 2017 Lacrosse Emblem? Snap the old one out and insert the 2017 Lacrosse in????? Thanks
More than likely no. The new lacrosse has radars in the emblem for the new safety features.
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