Logos - Automobile industry - VI

Buick



Incorporated in 1903, the first Buick automobile was built by its founder, David Dunbar Buick with the aid of his engineer, Walter L Marr between 1899 and 1900. By the end of this year, the financially struggling company was bought by James H Whiting, the then manager of Flint Wagon Works, who went to dissolve the Buick Motor Company of Detroit to incorporate the new company Buick Motor Works of Flint in Jan, 1904. With the support of his carriage builder William C Durant, who later formed General Motors, the company grew to become the largest car manufacturer of America.

The logo of Buick went over a number of changes during the years.

Earliest logos

(Source: http://3.bp.blogspot.com)

The first catalog of Buick published around 1902-03 depicted an emblem with Uncle Sam walking astride a globe which had the words "Known all over the world" pulling a Buick engine on a wheeled cart.

(Around 1902)

(Source: http://www.buickclub.org.au)

The 1905 catalog displayed a circular design with the name "Buick" adorning its center and the words "The Car of Quality" surrounding it. It was around this time frame the first widely recognized Buick logo- the name Buick on a large brass plate - made its appearance.

Around 1905
(Source: http://www.buickclub.org.au)

Logo: 1905
(Source: http://www.buickclub.org.au)

The year 1911 saw a giant B with the letters 'uick' inside it as the emblem.

Logo: 1911
(Source: http://www.buickclub.org.au)

Logo: 1913
(Source: http://www.buickclub.org.au)

The oldest version of the current logo originated in the year 1937 when the General Motors Styling Researcher Ralph Pew noticed the description of the ancestral coat of arms of the Scottish Buick family, then spelled Buik, in the 1851 edition of Burke's Heraldry. It described the arms as a red shield with a checkered silver and azure diagonal line running from the top left hand corner to the bottom right, an antlered deer head with a jagged neckline on the top right corner of the shield and a gold cross with a hole in the center on the lower left corner. This got accepted as the corporate logo, which over the years went through many transitions.

Logo : 1937

(Source: http://www.buickclub.org.au/)

In 1939 the shield was elongated and narrowed, which was later modified in 1942 to include the classic heraldic symbol that remained in use until the military production during World War II.

Logo: 1939

(Source: http://www.buickclub.org.au)

Logo: 1942
(Source: http://www.buickclub.org.au)

The logo was widened in 1947 to suit the hood and grille styling.

Logo: 1947

(Source: http://www.buickclub.org.au)

Logo: 1950
(Source: http://www.buickclub.org.au)

1960 saw the birth of the tri-shield logo with the original crest symbol in it, representing the three Buick models launched in 1959, namely, LeSabre, Invicta and Electra. The three overlapping shields were introduced in the colors red, white (later made silver grey) and blue.

Logo: 1959

(Source: http://www.buickclub.org.au)

Introduction of Buick Skyhawk series in 1975 resulted in a new emblem consisting of a hawk set on the words Buick even while the tri-shield remained as the primary symbol.

Logo: From 1975 to late 1980s
(Source: http://www.buickclub.org.au)

The tri-shield replaced the hawk and the year 1990 saw the logo modification highlighting the outline of the original design, minus the antlered deer, the cross and the checkered diagonal.

Logo: 1990

(Source: http://www.buickclub.org.au)

The alterations in 2002 resulted in a new sheer design of the tri-shields without the colors.

Today Buick is remembered for its contributions to the automobile industry - the creation of Buick Motor Co that led to the formation of General Motors.

Logo transitions from 1937
(Source: http://3.bp.blogspot.com)

Chevrolet


After moving out of General Motors, William C Durant joined forces with Louis Chevrolet, a well known race car driver, to design and build cars in 1909. As Louis Chevrolet had created his name in motor sports, the company was named after him. Established in 1911, the logo was first introduced in 1914.

Story states that William Durant was inspired by the bow tie pattern on the wall paper seen in a Paris hotel from which he had detached a piece to be used later on that was adopted as the company emblem.

In 1916, Chevrolet bought a majority stake in General Motors and got merged with it in 1917. Since then, the company has been a brand of General Motors.


Vauxhall


Based in the United Kingdom, Vauxhall started its operations as a company that built pumps and marine engines. Originally named Alex Wilson & Co, then Vauxhall Iron Works, the company was founded by Alexander Wilson in 1857. The first car, a five horsepower model steered using a tiller, with two forward gears and no reverse gear was completed in 1903.

(Source: http://www.cartuningcentral.com)

The Vauxhall logo is based on the mythical creature called the 'Griffin' which has the body of a lion and the head and wings of an eagle, symbolising power and majesty. The emblem derived from the coat of arms of Faulke de Breaute who built the house, Fulk's Hall, which later came to be known as Foxhall, then Vaux Hall and eventually Vauxhall, was where Alexander Wilson set up the shop in 1857. Later Vauxhall Ironworks moved to Luton which was Faulke de Breaute's second home, where it continues to operate till day. The letter 'V' on the red griffin holding the flag seen on the original emblem was also borrowed from the coat of arms.

The year 1925 saw a transition in the ownership when General Motors bought Vauxhall and later acquired Opel in 1929. The car production took a hit when Vauxhall was forced to build tanks for England during World War II which however resumed after the war. Today General Motor's right hand drive cars are sold under the Vauxhall brand and similar left hand drives as Opel.

The logo, remodelled nine times from its inception, was modernised in 2008. Alain Visser, chief marketing officer at General Motors Europe, said he hoped the new logo would “send a message that something is happening with this brand.”

Logos - Automobile Industry - V

Cadillac


Known for its innovations, from the electric starters to V8 and V16 cylinder engines, auto transmission to thermal imaging technology, Cadillac Automobile Company began to function as a separate entity on 22 Aug, 1902. It was the mastermind of Henry M Leland that led to the formation of the company from the 'remains' of the Henry Ford Company when it got dissolved. The company was named after the founder of Detroit, Antoine de La Mothe, Sieur de Cadillac.

The first logo of Cadillac which got registered in 1906, was however been in use right from its formation. The emblem included the shield with Merlettes or ducks and a tulip wreath round the crown which had seven teeth. It was based on the family crest adopted by Antoine de La Maothe from the shield of Baron Sylvester of Esparbes de Lussan.

Coat of Arms of the Baron's family
(Source: http://www.car-nection.com)

Cadillac Family Crest and First Logo of Cadillac Car Company

(Source: http://www.car-nection.com)

In 1909, when General Motors purchased the company, Leland and his son continued to offer their services until 1917 when they left to form Lincoln Motor Company.

Cadillac is a company which brought in many transitions in its logo right from its inception. Though the cause for the changes are not known, these are some of the modifications that it underwent over the years.

Logo- 1902 to 1999
(Source: http://www.carswallpapers.us)

(Source: http://neatorama.cachefly.net)

(Source: http://www.cadillacfaq.com)

The emblem from 1916 to 1918 consisted of the tulip wreath and the crown with nine teeth which was later modified in 1920 to seven teeth that was connected to the shield, used until 1925. The year 1932 saw the company adopting a logo with wings for cars with V8, V12 and V16 engines which remained in use till 1935.

Graphic designer, Anne-Marie Laverge-Webb, the person behind the new 'Wreath and Crest' logo employed a logo with a shield upholding the traditional colours of the company - red, silver, blue, black and gold- on a platinum background aimed to suggest technological advancement. The wreath was remodelled to give a mechanical effect to the emblem. The current logo was unveiled at the 1999 Pebble Beach Concours d'Elegance, California.

From 1999

Lotus


Anthony Colin Bruce Chapman, the founder of Lotus Cars, started his journey through the completion of the Mark 1 on an old 1930's Austin Seven in the garage of his girl friend's house in the year 1948. The second trial car built during his spare time while serving the RAF in 1948 was sold in Oct,1950 to Mike Lawson who won the Wrotham Cup and is considered to be the first Lotus car.

It was the demand for his cars that motivated him to form the entity, Lotus Engineering Company Ltd in partnership with Michael Allen in Jan, 1952.

The first logo of the company composed of the letters, ACBC - the initials of its founder Anthony Colin Bruce Chapman - with the word, 'LOTUS' on a triangular green lozenge placed on a yellow background. While the green denoted the British Racing Green, the colour which was designated to the British cars that competed in international events of the time, the yellow is said to signify the glorious days Chapman predicted for his company.


The emblem was modified on the death of the World Champion, Jim Clark, wherein the green and yellow were replaced by the colour black in 1968. The new emblem continued to adorn its cars until the death of Chapman in 1982.

Logo from 1968-1983

In 1986 when General Motors took over the company, it saw the birth of a new emblem which was noted for the absence of the initials of its founder.

Logo in 1986

The company, however, reintroduced the initials as a token of respect to Chapman who founded the company that brought in major players including Ayrton Senna who drove for the team from 1985 to 1987 winning twice in each year.

Logo - 1987-'88

Source: http://www.cartype.com/

It was finally in the year 1989 that a slightly modified version of the original logo returned wherein a darker green was placed on a mustard yellow background replacing the British Racing Green and yellow of the emblem.


Lotus was later sold to ACBN Holdings S.A, controlled by the Italian businessman Romano Artioli, the one time owner of Bugatti Automobili SpA. In 1996 the majority stakeholding was sold to the Malaysian car company, Perusahaan Otomobil Nasional Bhd (Proton) who is the current owner of Lotus.