Three shields in one line, without the circle.
A trademark filing by General Motors was discovered for a new Buick emblem. The new simplified version the brand’s emblem was filed with the US Patent and Trademark Office March 16. An examiner has not been assigned as of this writing. Buick appears to be applying its new logo to some vehicles now, at least in the United States.
A new post from buick_saudi_arabia is now up on Instagram. It shows the steering wheel in a car, with the new Buick Logo. The trademark filing shows the same logo, except that the three shields are now horizontally oriented. The shields are not surrounded by a circular circle anymore. The shields are chrome-finished on this application.
Another post from the same Instagram account depicts the front of what appears to have been a Buick Enclave avenir with the new logo. This image is not authentic and we are unable to confirm its authenticity. It may have been taken with a photoshop, but it could be a photo. It does show the Buick logo in a colored form, with one red, one blue, and one shield, positioned horizontally in the upper section. Another rendering shows the new emblem on the front fascia for the Buick Electrica concept.
It’s likely that the Buick logo will not be seen on any vehicles sold in the United States for the foreseeable future. The trademark application process usually takes many months and GM must actually get it. It might be on the new Buick electric vehicle that is expected to debut in the summer. Buick’s new logo is likely to be allowed on US markets even before trademark is granted. This likely explains why the three-shield logo was first seen on a Buick electric concept.