To reflect this transformation, the brand now has a new logo.
We saw a possible new Buick logo in March from a leaked photograph, but that didn’t reveal the full story. American luxury brand Buick has now officially revealed its new emblem and announced that it will be a fully-electric brand by the end the current decade. Buick’s new logo is simplified to reflect its transformation from a traditional brand to an EV-only one.
In 2024, the first production electric vehicle of the automaker will go on sale in the North American market. Future EV products of Buick are to be marketed under the Electra brand, “drawing inspiration form the brand’s past.”
“The Buick brand is committed towards an all-electric future before the end of this century,” Duncan Aldred (global vice president, Buick & GMC), comments. The brand will be transformed by the new Buick logo, the use of the Electra naming sequence, and a new design for future products.
The updated Buick logo, as hinted in a trademark filing earlier this year will not feature a circular shape but will instead include three horizontally aligned shields. The new badge will appear on Buick’s production models beginning next year. It will also reflect the “fluid movement” that will be reflected in future Buick electric vehicle design language. This new design language is best represented by the Wildcat concept.
Buick explained in a media release that the updated logo includes new typography and an updated color palette. It also features a new marketing strategy. The marque will update its digital and physical properties over the next 12-16 months to reflect the corporate look.
Buick will also be making changes to its connectivity strategy. All Buick new vehicles in America will include a subscription to the OnStar and Connected Service Premium Plans for three years. Each new Buick vehicle will come standard with a remote key fob, WiFi data and OnStar services.