GM Exec Hints at Changes for Buick Tri-Shield Logo - Good Idea?

November 26, 2012
2012 Buick Regal GS Front View
Buick’s logo, which has been in use for more than half a century, could soon be due for an update, the Detroit Free Press reports. The current chrome logo includes three shields arranged within a circle, but General Motors may choose to revamp the Brand’s emblem.
GM North America President Mark Reuss hinted at the change while speaking with a group of journalists. So what could the change entail? The report points out that China, currently Buick’s largest and most popular market, could play a large role in the logo revamp. Many automakers have already targeted Chinese buyers with special-edition vehicles emblazoned with details that signify wealth and luck, such as diamonds, gold, and dragons. While it’s doubtful we’ll see a logo with shields and dragons, perhaps the use of gold isn’t too big of a stretch -- Ruess reportedly hinted that the current mono-chrome color scheme could change.
According to the Detroit Free Press, the three shields, arranged side-by-side, was inspired by the LeSabre, Invicta, and Electra models. Through much of the 1980s and 1990s, the logo incorporated a red, white, and blue color scheme, which then gave way to the all chrome look used today. Buick even used a hawk logo for about a decade beginning in the mid-70s. Do you think Buick needs to revise its logo? If so, is a complete redesign in order, or should the brand stick with the tri-shield emblem? Share your thoughts in the comments below.


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