Buick is set to embark on a brand transformation that will fully electrify its line-up in North America, led by a new badge and brand identity. In support of General Motors’ vision of a zero-emissions, all-electric future, Buick will bring its first electric vehicle to North America in 2024.
Buick’s future EV products will carry the Electra name, drawing inspiration from the brand’s history.
“The Buick brand is committed to an all-electric future by the end of this decade,” said Duncan Aldred, Global Vice President Buick and GMC. “Buick’s new logo, [the] use of the Electra naming series, and a new design look for our future products will transform the brand.”
The new badge, which is the first significant change to the emblem since 1990, will appear on Buick vehicles starting next year. No longer a circular logo, the badge incorporates a horizontally-aligned layout that builds on Buick’s tri-shield. The company said the redesigned columns of the tri-shield, which have roots in company founder David Dunbar Buick’s ancestral heraldry, incorporate fluid movements to be found in future vehicle design.
“Our forthcoming products will adopt a new design language that emphasises a sleek, dynamic and forward-looking appearance,” said Sharon Gauci, Executive Director Global, Buick and GMC Design. “Our exteriors will incorporate fluid movements that contrast with tension to convey motion. Interiors will balance modern design, new technologies and attention to detail to evoke warmth and a rich sensory experience.”
Buick said its Wildcat EV concept illustrates the new global brand design language that will appear in production vehicles going forward.
In addition to the badge, Buick’s revamped brand identity will also include new typography, an updated colour palette and a new marketing approach. The company said it will update its physical and digital properties over the next 12 to 16 months.