Buick, one of the oldest and most iconic American car manufacturers, was founded in 1904 by David Dunbar Buick. As part of the General Motors (GM) group, Buick has a rich history in the automotive industry, with a logo that has evolved significantly over the years. Today, the Buick logo remains a symbol of the brand’s tradition of quality, strength, and innovation.

The History of the Buick Logo

The Buick logo has undergone several redesigns since the brand’s inception, reflecting both the company’s growth and its evolving design philosophy. From its early wordmarks to the current sleek and modern emblem, the Buick logo has always conveyed power and prestige.

Early Buick Logos (1904–1911)

The first Buick logo, introduced in 1904, featured a man walking on a globe. This sepia-toned logo, though only used for one year, is one of the most symbolic and unique automotive logos in history. In 1905, Buick introduced a new logo featuring a circular design with the slogan “The Car of Quality.” The custom hand-drawn typeface with a curved "B" became a recognizable feature, accompanied by decorative vignettes above and below the name.

1911–1930: Refining the Brand Identity

In 1911, Buick updated its logo to feature the brand name within a stylized, enlarged letter “B.” This graphical shift gave the logo a more modern, sleek look. By 1913, the brand moved to a more angular, diagonally-positioned wordmark on a two-colored square background. This bright and contemporary design reflected Buick’s growing prominence.

1930–1959: The Crest Era

The Buick crest made its debut in 1937, inspired by the family coat of arms of the company’s founder. Featuring an orange-terracotta color scheme, this crest included a diagonal checkered pattern, a deer, and a cross. By 1939, the crest had been modified with a calmer red background, making it look even more dynamic. Throughout the 1940s, the crest evolved with different color variations, including silver accents and updated geometric patterns.

In 1959, Buick introduced the now-iconic tri-shield emblem, which featured three narrow shields enclosed in a circle. Each shield represented one of Buick’s major car models—Electra, Invicta, and LeSabre—and used blue, white, and red to symbolize them.

1970s–1980s: Experimentation and Return to Tradition

During the 1970s, Buick explored new directions with the introduction of a hawk as part of the logo, coinciding with the release of the Buick Skyhawk model. The hawk design lasted only a few years before being replaced by a refined version of the tri-shield emblem in 1980. This version featured a blue background and modernized elements, solidifying the tri-shield as Buick’s primary visual identity.

2000s–2020s: Modernization of the Logo

The 2002 redesign simplified the tri-shield emblem, opting for a more three-dimensional look with silver tones and a sleeker, more minimalist design. This streamlined approach reflected Buick’s focus on modern luxury.

In 2015, Buick’s logo became even more refined, showcasing a cleaner, timeless design. The three shields retained their prominent position, but with fewer color elements, creating a more modern aesthetic.

The 2022 Buick Logo Redesign

The most recent redesign in 2022 introduced a stronger and more modernized version of the Buick logo. The three narrow crests were simplified and now sit against a plain white background. The logo also features a bold, uppercase wordmark in black, executed in a geometric sans-serif typeface. This new logo blends brutal elegance with a nod to Buick’s heritage, making it a powerful symbol of the brand’s legacy and future.

What Does the Buick Logo Mean?

The Buick logo’s three narrow crests are a modernized version of the original family coat of arms of founder David Dunbar Buick. While the current design is minimalist, it retains a connection to the brand’s deep history and legacy of quality, innovation, and craftsmanship.

Is Buick a Chevy?

Buick and Chevrolet (Chevy) are two separate, independent brands under the General Motors (GM) umbrella. While both brands are considered competitors in the American automotive market, they cater to slightly different segments, with Buick focusing on the upper-medium and luxury vehicle categories.

Is Buick a Luxury Brand?

While Buick is often seen as a premium brand, it is typically considered an upper-medium brand rather than a full luxury label. However, many of its models offer features and performance that place it in direct competition with luxury brands.

Where is Buick Made?

Buick is primarily an American company, and historically, most of its vehicles have been produced in the United States. Today, Buick also operates manufacturing facilities in China, South Korea, Germany, and Canada, expanding its global reach and making its vehicles more accessible worldwide.