In early January of 2021, General Motors unveiled its latest corporate image. The new GM logo was approximately as simple as the previous one, but both letters are now written in lowercase, and only the ‘m’ is now underlined, to avoid having the line interfere with the tail of the ‘g’.
At the time, it wasn’t clear whether the new logo was a temporary or permanent measure, or whether it would be used only only in digital form, while physical locations would retain the uppercase version of the logo. And now, new developments suggest that this new, lowercase GM logo is in fact here to stay as a physical entity.
In fact, GM Authority has learned that the lowercase logo now appears on signage outside the Warren Tech Center in Warren, Michigan. It could already be seen at two other locations, but the display on the GM Renaissance Headquarters in Detroit is digital, and the GM Defense plant in North Carolina is brand new (and hence uses the new logo).
The significance of this newest appearance at the GM Warren Tech Center is that it has become the first existing GM facility to display a physical version of the new logo. It will be interesting to see whether – or how soon – that happens at other GM facilities, both in the United States and beyond.
The Warren Tech Center was designed by Finnish-born architect Eero Saarinen (1910-1961), whose other notable work includes the Washington Dulles International Airport, the TWA Flight Center in New York City and the Gateway Arch in St. Louis, Missouri.
Construction of the GM facility began in 1949, and the Center was ceremonially opened by then-President Dwight D. Eisenhower in May of 1956. It was added to the National List of Historic Places in March of 2000, and designated as a National Historic Landmark in August of 2014.
In its present form, the Center consists of 38 buildings, 11 miles of road and two lakes (among many other features), while having enough space for 21,000 employees. It is the primary location for the development of GM technologies, powertrains and most vehicle systems and components. It is perhaps fitting that, of all the existing GM facilities around the world, this very special one is the first to switch from the old, physical GM logo to the new one.