General Motors has filed to trademark a new logo for the Buick brand, GM Authority has uncovered.
Filed on March 16th, 2022 with the United States Patent and Trademark Office (USPTO), the application is assigned serial number 97314519. The application lists a variety of potential use cases under the Goods and Services category, including “motor land vehicles, namely Automobiles,” as well as for vehicle maintenance and repair and various branded accessories and apparel. A description of the logo included in the applications indicates it is comprised of “three stylized shields.”
This trademark application appears to be for a redesigned Buick shield logo that utilizes a more modern and current-day appearance. The existing version of the Buick logo utilizes three separate red, white and blue shields with a diagonal strike through them, which are encircled by a chrome frame. This version, by comparison, gets rid of the diagonal strike through the shields in favor of a different swoosh-style design element and also ditches the circular frame around the three shields. Trademark applications are not published in color, so it’s hard to say if the tri-color theme will be applied to this new logo.
The design of this logo appears as though it is intended to be backlit when mounted on a vehicle, similar to the monochromatic Cadillac logo used on the 2023 Cadillac Lyriq. This logo could therefore be slated for use on future Buick electric vehicles, like the pair of battery-electric crossovers it currently has in the works, for example. We imagine Buick’s marketing material and other promotional efforts would also change to incorporate this new logo once (or if) it is officially introduced.
Buick is currently planning two separate battery-electric crossovers, which could be called Velite and Electra, if trademark filings uncovered by GM Authority previously are any indication. Buick also released a teaser image for one of these future Buick EVs last month, which showed a stylized LED headlamp affixed to the front fascia of a blue-painted mystery vehicle.
GM Authority will have all the official details on this new Buick logo once they become available. In the meantime, be sure to subscribe to GM Authority for more Buick news, GM trademark filing news, GM electric vehicle news and around-the-clock GM news coverage.