Buick is in the midst of several big changes, from a transition to all-electric powertrains, to new vehicle styling, to a totally new brand identity. Part of the brand overhaul is a new logo, which was unveiled in 2022 in conjunction with the debut of the Buick Wildcat EV concept. Now, GM Authority has the inside story on how the new Buick logo came to be, as told by brand design chief Bob Boniface.
In an interview with GM Authority Executive Editor, Boniface talked about the birth of the Wildcat EV concept. At the time, Boniface says his team was already considering a new Tri-Shield badge design.
“When doing the quick sketch [of the Buick Wildcat EV concept], a lot of the designers were just doing these quick three marks,” Boniface tells GM Authority, indicating that the quick three marks were used as a sort of placeholder where the Buick badge would be located on the vehicle.
“I was with Cadillac when they got rid of the wreath, so I knew how difficult it was to sell a new badge. So we weren’t trying to push them [the new logo]; we were just keeping them on the sketches.”
Although the team wasn’t actively trying to sell higher-ups on the idea of a new logo, the opportunity eventually presented itself.
“There was a high-level review with [GM President] Mark Reuss and all the senior leaders,” Boniface tells GM Authority. “Generally, we sanitize the images so there’s nothing controversial, but one of the sketches got through with the new Tri-Shield, and Mark Reuss said, ‘Go back to that other slide; what’s going on with that badge?’”
Suffice to say, Reuss liked the simple design.
“[Reuss] said, ‘That’s really cool; you guys should look into that,’” Boniface tells GM Authority.
Although an endorsement from the company president is indeed a positive indicator, the Buick team wasn’t quite ready to bring the new badge to the rest of the brand.
“Not that we withhold things, but we were not ready to take on dealers saying, ‘Oh, now I have to buy new signage and all that goes along with that.’ It’s a big thing, but we started showing it on the Wildcat, and [Reuss] loved it.”
The Tri-Shield design in use today can be traced back to 1959, and is based on a stylized Buick family crest first used in 1937, although it bears little resemblance to the original crest. The three shields represent the Buick lineup from that time period, which included the LeSabre, Electra, and Invicta. Notably, the latest Tri-Shield badge introduced in 2022 is the first instance in which the three shields don’t include a circle around them.
Now, Buick is implementing all-new styling language in conjunction with the new badge. Check out our previous coverage for more information on the brand’s styling direction, per our interview with design chief Boniface, and don’t forget to subscribe to GM Authority for more Buick news, GM design news, GM business news, and around-the-clock GM news coverage.
Comments
The new badge is sleek, techie, colorful and lux but recognizably Buick. Love it! Good job.
It’ll probably grow on me, but was the time and effort (and money) spent on a new LOGO the best use of resources?
The article just explained how there was no time and effort put into the badge and it was basically a fluke that it came through. Did you read the article?
So here is where so much of the problem lies with GM (and maybe other brands). This article may have left out some important things, but nowhere did I read about the actual history of the logo and what it means. What the colors stand for. Same needs to be said about Cadillac’s emblem. So they happen on this new Buick emblem by accident and one powerful person sees it and likes it. That’s it. No historical background. Just someone saying I get paid a lot of money here and I like it, so go do it.
Both the Buick and Cadillac emblems have been watered down so badly that they have lost nearly all meaning. I’d bet Russ and most at GM have zero idea what the true history of those emblems are or how they came about. It’s not that I dislike the new Buick emblem, but just like their now bland and soulless vehicles, there’s nothing Buick about any of it now. Meanwhile, Cadillac is still trying to figure out how to out-German the Germans while leaving way too many customers on the side of the road.
You obviously didn’t read the article, which DID explain the history. I was in the automotive design industry for many years and retired at a director level. I worked with GM, Ford, Chrysler, BMW, Mercedes Benz, Jaguar, Honda and Nissan. I can assure you most higher ups are aware of their brand’s history and tradition. They just can’t ignore the public demand for change. Styling, over time, is affected by trends among young designers who often are trying to find the next big thing that will give their reputation a boost. This is often accomplished by swings from retro cool to future cool. It happens in a continuous cycle just like trends in society. Don’t worry, if you don’t like today’s style, wait a bit, it will swing back. Meanwhile we all pretend we’re unique and not affected by trends.
New logo looks like bear paws that got a manicure in a nail salon with Lady GaGa and Cardi B. Lame looking for a vehicle needs the circle.
Someone previously mentioned it looks like 3 toenail clippers.
Now if they could just make a car in America again. Buick Envision, 0 % domestic content. Nissan Rogue 40% domestic content. Come on Buick.
The new “gm” logo. MISS
The new electric Black Chevrolet Logo. MISS
The new Cadillac shield logo. HIT
I hope we don’t see a lower case “gm” logo on
the front of a GMC next.
Growing up, my Grandpa, who was a GM employee for 50 years, drove nothing but Buicks. Likewise, my grandmother drove Buicks as well. I loved the old colored Tri-Shield Buick logo inside the chrome circle. I don’t mind this new logo…it is certainly more modern…but I love history and certain things shouldn’t be changed, especially on a whim like this. I feel the same way about the Cadillac Wreath…should’ve kept it, there is a lot of history behind those logos and what they mean.
Absolutely dislike it. It’s a three-nailed claw, which – to some – denotes demonism. It may be a reason for some to not buy. To me, it’s simplistic and unimaginative. I understand the hawk history, but this looks like a trashy woman’s fake fingernails that are too long. The drawing is made for simple-minded people. No panache. This vehicle is one step down from a Cadillac, so it should show class. This new logo does not.