Can Cadillac be cool again?
continued at link abovePicture the Mercedes logo in your head. Easy, right? A three-pointed star. You could draw it from memory if asked. Now do the same for BMW. Maybe a bit harder, but still pretty simple.
Now try to picture the Cadillac logo. Not at all simple. It’s the shape of a shield, with 23 separate elements and five different colors. Could you draw it from memory?
The logo, which the company calls the “Cadillac Crest,” is based on the coat of arms of Antoine de la Mothe Cadillac, the French explorer who helped found Detroit in 1701. (Hardly an aristocrat, Cadillac invented his own noble identity and drew up the coat of arms once he arrived in the New World.)
The Cadillac crest, and accompanying cursive script, was once a clear signal about what the car maker valued, and whom it saw driving its vehicles: the well-bred affluent. A coat-of-arms logo is the automotive equivalent of country clubs, crystal chandeliers, and blazers with brass buttons. Cadillacs were driven by—and chauffeured for—CEOs, senators, and movie stars.