Recognize this logo? Well, you may soon start seeing it on cars, umbrellas, clothing, and maintenance and repair services for automobiles.
Welcome to the new Buick trademark. The trademark application filed on March 16th, 2022 has a variety of goods and services which will bear the three stylized shields mark. This is a departure from the stylized three shields of the previous logo that were staggered in red, silver, and blue with diagonal slashes completely encircled. It’s not clear at this time if the new design mark will incorporate color, but the option remains open since the design mark is applied-for in black and white.
The related goods and services Buick has applied for are usual swag items like “metal key chains, key fobs…Books, magazines, blank writing journals, stationery, playing cards, letter openers, pens, pencils, pen and pencil sets, memo holders, decals, stickers, posters…clothing…mugs…bags.” There are even golf divot tools, golf balls, and toy vehicles in addition to “Motor vehicles, namely automobiles,” of course.
The redesigned mark could appear on the new electric vehicles that Buick intends to roll out in the near future. This is not a novel idea since other car companies like Cadillac, Chevy, GMC, Corvette and more have pursued new design marks that better match the electric avenue that most automobile companies are headed towards. Or perhaps it is Buick’s tactic to modernize and make the vehicle brand seen as more of a sportier and sleeker brand. Notably, the brand has taken steps in the last few years to distance itself from “your grandmother’s car.”