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Home The Market GM changes logo as part of push for electrification

GM changes logo as part of push for electrification

Automaker says it’s time for ‘the mass adoption of electric vehicles’

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“Everyone In” is the tagline for General Motors new marketing campaign designed “to accelerate mass adoption of electric vehicles.” The effort is so significant that for the first time in nearly 60 years, the company has changed its corporate logo.

“There are moments in history when everything changes,” GM global chief marketing officer Deborah Wahl is quoted in the announcement. “We believe such a point is upon us for the mass adoption of electric vehicles. Unlike never before, we have the solutions, capability, technology and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.”

GM’s news release says, “The ‘Everybody In’ campaign sets an optimistic and inclusive tone for the company’s EV future and focuses on three themes:

  • Exciting a new generation of buyers and accelerating EV adoption; 
  • Demonstrating GM’s EV leadership, which includes the investment of $27 billion in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025; and
  • Highlighting the range, performance and flexibility of the Ultium platform.

“Ultium will be the foundation for GM’s next-generation EV lineup, powering everything from mass-market to high-performance vehicles, including the GMC Hummer EV and Cadillac Lyriq. 

“GM’s Ultium platform will be capable of delivering an EV that can go up to 450 miles on a full charge, will power EVs of many sizes, shapes and price points, and is capable of 0-60 mph performance in as little as three seconds for some models.”

Not mentioned in the news release was whether those electric vehicles will include such sporty models as the Chevrolet Corvette and Camaro.

As for the new corporate logo, the company says it offers a “revitalized brand identity designed for a digital-first environment. The new logo builds on a strong heritage while bringing a more modern and vibrant look to GM’s familiar blue square.

“The new GM logo features a color gradient of vibrant blue tones, evoking the clean skies of a zero-emissions future and the energy of the Ultium platform. The rounded edges and lower-case font create a more modern, inclusive feel. 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.” 

GM said it will launch its new GM.com website on January 11 “to share the latest information and stories about GM’s work across electrification, safety, citizenship and the road to autonomous driving. GM.com will celebrate the people and the technologies that are moving GM forward and play a meaningful role in bringing news and updates to audiences around the world.”

Larry Edsall
A former daily newspaper sports editor, Larry Edsall spent a dozen years as an editor at AutoWeek magazine before making the transition to writing for the web and becoming the author of more than 15 automotive books. In addition to being founding editor at ClassicCars.com, Larry has written for The New York Times and The Detroit News and was an adjunct honors professor at the Walter Cronkite School of Journalism and Mass Communication at Arizona State University.

7 COMMENTS

  1. I understand the need for change. But I really do not lije tge new logo. Why not just make the color changes you made on this logo on the current logo; or just minor changes. The Ford ‘blue oval’ has been around fir many decades with only minor revisions, which keeps the heritage. Please DO NOT EVER drop the Chevrolet ‘bowtie’!!!!

  2. Pure marketing BS !
    I doubt if we will ever see the US market for EVs reach into double digit % of the US market.
    Personally not only would I ever own one or even drive one off the rental lot.
    I think it is a huge fad that is going to die in the near future when the long term cost of maintenance becomes apparent.
    An example of what I refer to was a friend of mine who had the computer on her Toyota Hybrid quit and had to pay $8000 to have it replaced. She will never buy an EV or a Hybrid car again !
    That cost is what a rebuilt engine and transmission on a normal car would cost ……

    • i had a friend named Peter Pentz , he lived in Daytona Beach Florida at that time, 1980’s. He moved
      back to Czech to open a ski resort. Would you happen to know any one there? I feel the same about EV.
      Thanks Jim Lucas

  3. From where will all the electricity come? California has not enough electricity now to power a warm summer day. What might the chances be for approval and construction of a new electricity-producing plant in the Bear State within the next decade? The answer is known. It is a round number. A very round number. ‘0’

    Those too rich to care (to leave the state), will buy (and hide) gasoline-powered generators to recharge their cars, gasoline that is at least a dollar per gallon more expensive than any other state because of feel-good local rules. They will, all the while, be smug in the display that they are ‘saving the environment.’ The rest of the country will continue to laugh at them.

  4. They can keep their electric cars. Does anyone look at all the coal burning that it takes to generate the electricity to charge these cars.

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