The 2024 Encore GX, the brand's first vehicle to feature the redesigned Tri-shield logo in the United States, exemplifies the company's renaissance. While the change was genuinely necessary and gives Buick another picture for the future, it wasn't precisely deliberate.
According to Automotive News (AN), advanced design manager Steve McCabe said designers were instructed to envision the new Buick for the electric era. Mark Reuss, president of General Motors, was shown one of the sketches, which did not have a badge but rather a few swooping slashes.
McCabe explained that vehicle sketches typically begin with lines and add details later. A badge would have replaced the interim slashes in the future, but this sketch somehow skipped that step. Reuss liked what he had seen, though.
Geoffrey Richmond, senior exterior designer for Buick, provided the following explanation: "This one just happened to be the one that sort of slipped through without us putting a badge on." "That intrigued Reuss when he saw it."
"It was just a happy accident that it was just my sketch." Richmond continued, "I mean, everybody in the studio was doing these kinds of sketches." "I was the one that ended up being noticed."
When we discovered trademark filings for the updated badge in March 2022, we became the first to learn that the logo had been updated. Following that, a leaked image of the redesigned Tri-Shield gave us an idea of what to expect. SAIC-GM announced at the time that the brand would be revived with a new global identity.
view from the front angle of the vehicle Buick The new design is the most significant modification to the logo in 33 years. As it enters the electric vehicle market, the automaker wants to shake off the negative connotations it receives for being formal and stuffy. By 2030, Buick intends to produce only electric vehicles, and the brand's first electric vehicle in the United States will be the battery-powered Electra crossover.
"I love that we'll see it on all Buicks going forward into the new era of electrification for the brand and for the company," GM President Mark Reuss told AN. "It's sleek and dynamic."
Since 1959, Buick's well-known tri-shield in a ring has been in use. The LeSabre and Electra, two iconic models, were represented by the three shields. Even though it's important to keep an eye on the past, the brand desperately needed a modern look.
Buick's steering wheel design The staggered design has been eliminated, and the shields are no longer encased in the ring. A simple logo with all of the shields next to each other has taken its place. David Haskell stated that in order to maintain the brand's recognition, the sash has retained its angled appearance.
"We believe that people can still recognize things like, 'Oh, this feels modern and new,' but there is still significant continuity in history." McCabe asserts that this is significant, noting that the brand's new logo will be prominently featured on dealerships, websites, letterheads, and business cards in addition to vehicles.
He added, "The new logo may be small, but it is very important to the whole picture." From the studio's perspective, you're designing a brand-new, ultra-modern face. However, when you put the old badge back on it, it makes everything look old.
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