For only the fifth time since its founding in 1908, General Motors has introduced an update to its logo. The redesign is part of a new marketing campaign, “Everybody In,” in support of the company’s comprehensive efforts to accelerate mass adoption of electric vehicles.
“This was a project our team took so personally, not just for ourselves but for the 164,000 employees this logo represents,” says Sharon Gauci, GM executive director of global industrial design. “At every step, we wanted to be intentional and deliberate because this logo signifies creative and innovative thinking across the global General Motors family.”
The company says the new logo builds on its heritage while bringing a more modern and vibrant look to GM’s familiar blue square. The team of GM designers tasked with creating the new logo considered how to balance the history and trust inherent to the existing design with GM’s vision for the future.
General Motors’ Ultium platform is the foundation of its upcoming electric vehicle line-up, including the recently announced GMC Hummer EV. The new GM logo features a color gradient of vibrant blue tones, which the company says evokes the “clean skies of a zero-emissions future and the energy of the Ultium platform.” It also notes that the rounded edges and lower-case font are intended to create a more modern, inclusive feel, and the underline of the “m” connects to the previous GM logos as well as visually representing the Ultium platform. And within the negative space of the “m” is a nod to the shape of an electrical plug.
