GM considers revamping Buick logo
General Motors will explore freshening Buick's famous tri-shield logo, a top executive said.
GM North America President Mark Reuss, in a visit with a group of journalists responsible for awarding the North American Car and Truck of the Year awards, said the automaker might upgrade the Buick badge.
It would be the first redesign for the logo in at least a decade. The badge features three side-by-side shields enclosed in a circle. The logo is currently all chrome, but Reuss hinted that could change, too.
Spokesmen for the Buick brand declined to confirm or dispute Reuss' comments.
Redesigning a brand logo is an extremely sensitive process that can send enthusiasts and longtime customers into a frenzy. But Buick has been repositioning itself as an attractive choice for younger affluent consumers.
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