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American car brand Buick has unveiled an all-new logo design, debuting it on the “Wildcat EV” concept car.

The new badge, mounted prominently on both the Wildcat’s front and rear, is claimed to symbolise the design transformation that the marque is set to undergo as it transitions into becoming an electric-only car manufacturer in North America by the end of the decade.

The new design, which represents the first significant change to the emblem since 1990, no longer adopts a circular shape; instead it incorporates a horizontally aligned layout that is claimed to build upon Buick’s existing tri-shield.

“The redesigned columns of the tri-shield, which have roots in company founder David Dunbar Buick’s ancestral heraldry, incorporate fluid movements that will be found in future vehicle design,” says the company, which is owned by Genera Motors.

“Our forthcoming products will adopt a new design language that emphasises a sleek, dynamic and forward-looking appearance,” adds Sharon Gauci, executive director of car design at Buick and its sister-brand GMC. “Our exteriors will incorporate fluid movements that contrast with tension to convey motion. Interiors will balance modern design, new technologies and attention to detail to evoke warmth and a rich sensory experience.”

In addition to the new logo, Buick’s refreshed brand identity will also feature new typography, a revised colour palette, and a new marketing direction.

Buick says it will start updating its physical and digital properties over the next 12 to 16 months, while the new badge will debut on production vehicles beginning next year.

As part of the company’s naming strategy, Buick’s future EV products will also carry the “Electra” name, which is said to have been inspired from the brand’s history.

“The Buick brand is committed to an all-electric future by the end of this decade,” comments Duncan Aldred, global vice president of Buick and GMC. “Buick’s new logo, use of the Electra naming series and a new design look for our future products will transform the brand.”

Source: Buick

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