An Updated Logo Is On The Way From Buick

December 3rd, 2015 by

The well-known symbol of Buick is getting a new look. Buick’s tri-shield insignia is receiving a makeover that will advance the brand’s identity while retaining Buick’s instantly identifiable symbol.

The updated logo, featuring wing-shaped elements and the return of three-color shields – red, silver and blue – debuts on the 2017 LaCrosse. It is part of an all-new grille design inspired by the award-winning Avenir concept, which sets the new, chrome insignia against darkened waterfall grille bars. All Buick models will adopt the new insignia by 2018.

“The new tri-shield insignia represents the next chapter in Buick’s storied design history and introduces a new face for the brand,” said Duncan Aldred, vice president of Global Buick. “It’s a progressive, contemporary design reflective of Buick’s newest vehicles and cognitive of the brand’s heritage.”

Introduced more than 55 years ago, the tri-shield design has its roots in company founder David Dunbar Buick’s ancestral heraldry. It has evolved over the decades, but honors the proportions and historical origins of the original. Look for the updated symbol on all Buick models by 2018.

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Source: Buick Press Release