The new logo for General Motors is only the fifth major redesign since the Autoamker was founded more than 110 years ago.
General Motors is changing its corporate logo by introducing a new marketing strategy that focuses on all-electric vehicles. It is only the fifth time since it was founded in 1908 that the Detroit automaker has fundamentally redesigned its logo.
The new logo features the automaker’s “gm” initials in lowercase, with the “m” underlined as a nod to the Ultium battery cell platform that will support the new electric vehicles, said Deborah Wahl, GM’s chief marketing officer. The blue letters are in a rounded box of the same color. It replaces a white “GM” underlined in a darker blue block.
The change follows pressure from Wall Street last year to outsource the EV business, which the company claims it has analyzed and declined.
Morgan Stanley analyst Adam Jonas previously suggested that GM should change its name to better reflect the company’s future plans. This includes 30 new electric vehicles worldwide as part of a $ 27 billion investment in electric and autonomous vehicles by 2025.
“I firmly believe that we are at a turning point for electric vehicles,” said Wahl during a press conference on Friday. “Today we call for action and show how we want to lead the future by ‘inviting everyone’ … We want to spark the mass EV adoption movement.”
The new logo, which was designed in-house, accompanies a new slogan and advertising campaign for everyone who focuses on electric vehicles. The “ev” at the beginning of the slogan has the new blue color, while the other letters are white.
Wahl said the campaign will be “very meaningful” but declined to indicate how much the automaker had spent on the redesigned logo and new messages.
“We’re actually all together and GM’s future will build on people and the forward momentum of products, software and services that make electric vehicles accessible to all,” said Wahl. “This campaign will challenge stereotypes and represent all areas of life.”
Mary Barra, Chairman and CEO of General Motors, and Mark Reuss, Executive Vice President of GM Global Product Development, unveil the Chevrolet Bolt EV to the news media at the North American International Auto Show 2016 on January 11, 2016 in Detroit, Michigan.
Bill Pugliano | Getty Images
However, GM’s first electric vehicles on the next-generation Ultium platform won’t be accessible to everyone from a price perspective. The first vehicle is a $ 112,600 GMC Hummer EV, followed by a luxury Cadillac crossover called the Lyriq. Cheaper vehicles are expected in the coming years. GM is currently selling the Chevrolet Bolt EV for less than $ 40,000, excluding GM’s Ultium technologies.
A hymn spot for the new ad campaign titled “Generation E” features “change agents,” including Malcolm Gladwell, author of “The Tipping Point,” professional surfer and shark attack survivor Bethany Hamilton, and peloton fitness trainer Cody Rigsby and the video player Erin Ashley Simon.
GM is among a growing number of large companies that have recently made changes to the company logo. Others were Kia Motors, Rite Aid, Burger King, and Pfizer.