Buick Motor Company came into existence in 1903, founded by David Dunbar Buick. Their representations are Detroit and Michigan, where they build upscale cars as a brand under General Motors (GM). Buick’s logo has changed a lot over the century. However, it has always remained sophisticated, attracting car lovers who have a keen eye for luxury. This article gives extensive information about the Buick logo creation and evolution from 1903 to today.
Buick Logo Design Elements
Today, Buick logo design is all chrome. It has a simple circular outline. The three shields in the center suggest royalty or nobility. They represent the three famous models they produce: LeSabre, Invicta, and Electra.
These elongated classic shields span across the circle without overlapping it. The left-most shield touches the bottom left of the circle while the right-most shield touches the circle at the top right. It’s a symbol of symmetry and perfection. Finally, the middle is centered and touching the shields on both sides. Each shield has a solid diagonal line going from the top right to the bottom left of that shield, which is a tip-of-the-hat to the brand’s former logos.
Changes and Evolution
The first Buick logo appeared in 1902. It was simple with the word “Buick” in a legible, cursive font in honor of the founder. It was a very simple first logo that helped get their name out there. However, that changed once their brand gained influence.
It wasn’t until 1937 that Buick started using the family coat of arms in their logo. It was the beginning of a more sophisticated, royal looking design. The first version was an angular shield with the checkered diagonal line – called a bend ordinary in heraldry. Above the bend was a deer head to symbolize the same majestic nature of their vehicles. The coat of arms appeared until 1959, until the circle with the three slender shields, similar to the logo today, came into use.
The Buick logo started out in solid gold, but in 1937 the coat of arms became the logo, and it was red, black, and gold. In 1942, the aspect changed to a black background with silver details all around the shield. The checkered, diagonal strip turned to a blue and white harlequin design as well. When Buick changed to the three shield design in 1959, each had it’s own color, in order from left to right: red, white, and blue. This was until the most recent change in 2002, where the entire logo was a beveled silver, much like the Volvo logo did as well.
Buick started with an even, cursive font with the “uick” underlined. They kept the font until 1937 when they began using the coat of arms logos described above. In 1990, they added their name to the 3-shield logo. This serif font was in all capital letters and served as a reminder to a new generation, which luxury car brand those three shields belonged to. They have since removed their name from their logo once again.
The origins of the current Buick logo originate from the Buick family heraldry. The family’s coat of arms, with a red background, a stag on top and a cross at the bottom, with the diagonal, checkered stripe between the two, has been a staple for the car brand itself. This coat of arms showed up in the Buick logo design in the 1950s and has since then been a great part of the brand. Around this coat of arms, Buick Motor Company has built a brand and reputation that demands respect.
In heraldry, the diagonal stripe that goes from the top left of the shield to the bottom right is called a bend. In addition, the checkered pattern inside that line is called Losengy. However, the harlequin pattern holds the name of a barry-bendy pattern in heraldry.
Buick’s logo started out very simple, with a clear statement of the name of the company. With their name established as a powerful brand, the company started to use the Buick family coat of arms to announce their values of honor and reliability. Because of a clear association with the higher social classes, the heraldry shown in the Buick logo lends itself to the luxury cars that Buick creates.