The color scheme contains several shades of red, blue, and silver. The designers used the Avenir font for the wordmark, a geometric sans-serif developed in 1988. It is now simply a recognizable emblem associated with the Buick brand. After many redesigns, no deer heads, no crosses, or chess patterns remained on the shields.
The modern brand symbol no longer resembles the David Dunbar Buick family crest. This badge first adorned LaCrosse vehicles in 2017. On the right side of the logo, there is a minimalistic black inscription “BUICK.” The previous colors returned to the shields: red, silver, and blue. The shields’ insides have turned white, and all the outlines and diagonal lines have been repainted in the color of chromed metal. In addition to the main 2D version, there was a 3D version with a darker palette.
The designers removed the crest, repainted the checkered diagonal white, and placed the blue word “BUICK” under the ring. When the company retired the red-tailed hawk Happy (it was Buick’s mascot and was featured in the commercial), it noticed a three-shield emblem. In the second version, a golden hawk landed on the word “BUICK.” 1990 – 2002 It turned out to be very successful, so in 1976 it switched to all car lines. The Skyhawk cars had their badge: a black hawk inside the ring. They were located inside a wide ring and represented three brands: Electra, Invicta, and LeSabre. One of them was blue, the second was silver-gray, and the third was red. 1959 – 1997īuick revolutionized identity when it introduced an emblem with three overlaid shields. It was added to make the logo match the style of the cars. In 1949, a shiny frame with a metallic sheen appeared around the shield. The decorative patterns and circles have been removed. The new interpretation of the Buick coat of arms contained a shield over which the engine element was located. This badge was used only in 1942, and then the company began to produce military equipment. The designers changed the shield’s shape, supplemented it with classic heraldic patterns, and placed it inside a large black circle. In 1939, a new interpretation of the emblem appeared: the shield was extended vertically and turned pink-red. In one corner was a gold deer head, and in the other, across with a round hole in the middle. They recreated a red shield crossed by a diagonal checkered line. There were no illustrations in the book, so the designers relied only on short text. When Ralph Pew found a Buick family coat of arms edition, the company decided to use that symbol instead of a logo. Figure-eight stood for the eight-cylinder power of the engine. In the early 1930s, a new brand name has appeared on the radiator grilles: the brand name is written diagonally and supplemented with the number “8”. Two years later, the designers used a handwritten underlined font for the word “Buick.” They made the lettering white, rotated it 45 degrees, and positioned it over a blue square with a wide light border.
In 1911, the company began using a monogrammed logo: a large, stylized B with capital U, I, C, and K.
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