Buick has gone and done something quite interesting. Following in the tire treads of other GM giants such as Chevy, GMC, Corvette, and Cadillac, Buick has trademarked a new logo—and it's in black. Thanks to GM Authority's reporting, the new logo, which has been dubbed the "Three stylized shields," was trademarked on March 16, 2022, and is intended to be used for vehicle maintenance and repair, as well as for apparel and accessories. The application (serial number 97314519) was filed at the United States Patent and Trademark Office and also states that it will be used for "motor land vehicles, namely Automobiles."
The redesign is an addition to the current line of Buick logos. GM has quite a large history with changing logos as this is set to be Buick's 17th emblem change since their original, which dates all the way back to the 1904 Model B.
Buick Goes Black
Rumors are circulating that this logo may be to usher in the new electric age for Buick. Two crossovers are currently in the works at the Buick's electric car facilities. The Velite concept and Electra will be added to the ever-growing electric car market. This new black logo, however, does give us a little of hope. The American colors on the Buick logo (like the Chevrolet logo) turned black, and we started getting some cool cars from Chevy. Corvette did the same and so did Cadillac giving us a CTS-V, which was an angel sent from heaven in car form.
This redesign marketing ploy by GM to make Black logo cars has worked out very well for them. It has made some of the less popular cars cooler to a wide variety of age groups. The younger generation may think a Camaro with black branding is amazing while the older generation may enjoy the Cadillac all blacked out while the country man enjoys his Silverado with the black bow-tie adorning his grille. Either way, it's a way to make the client feel like their car or truck is different, unique, and better.
A New Beginning For Buick?
Could this new black logo then, also, be the beginning of a new age for Buick? Could this be the awakening of the sleeping giant? The rebirth of the Grand National perhaps? Or perhaps an ultra-high powered electric version of the Grand National to beat the Ferrari's and Lamborghini's and Tesla's of today? Wow, we sure hope so.