Buick, one of America’s oldest and most iconic car manufacturers, has a long history of innovation and style. Founded in 1904 by David Dunbar Buick, the brand has undergone numerous logo transformations, each reflecting the company’s evolution and the automotive trends of its time. As a key part of General Motors (GMC), Buick has remained a major force in the U.S. automobile market.

Meaning and History of the Buick Logo

The Buick logo has been an evolving symbol of strength, innovation, and legacy. Over the years, it has transitioned through over a dozen designs, incorporating elements such as wordmarks, shields, and even a hawk. Today’s emblem, recognized globally, is rooted in designs from the 1950s and celebrates the brand’s enduring identity.

1904 – 1905: The Globe and Pioneer Spirit

The first logo depicted a man walking on a globe, symbolizing global ambition and exploration. Rendered in sepia tones, this logo was short-lived but remains one of the most distinctive in Buick’s history.

1905 – 1911: The Quality Promise

In 1905, Buick introduced a circular design with the tagline “The Car of Quality.” The centerpiece featured the brand name in a custom, hand-drawn script with decorative details that emphasized craftsmanship.

1911 – 1913: Stylish Integration

The logo from 1911 featured a wordmark set within an enlarged “B,” creating a sleek, integrated design. Although visually striking, this version lasted only two years.

1913 – 1930: Bold and Modern

A diagonal script in white against a blue-and-white square background became Buick’s emblem in 1913. This dynamic design was bold and forward-looking, embodying the brand's modern aspirations.

1930 – 1937: Refinement in Red

Buick adopted a red wordmark with a silver outline in 1930. This streamlined logo featured increased spacing between letters, projecting a more contemporary feel.

1937 – 1939: The First Crest

The introduction of a crest in 1937 marked a nod to the founder’s Scottish heritage. The design, inspired by the family’s coat of arms, included a terracotta-colored shield, a golden deer, and a checkered diagonal stripe.

1939 – 1949: Variations of the Crest

Buick refined the crest several times during this period. From altering its shape to introducing red hues and blue-and-white patterns, these changes emphasized sophistication and adaptability.

1959 – 1975: The Tri-Shield Emerges

Buick debuted the tri-shield emblem in 1959, representing its three car models: Electra, Invicta, and LeSabre. Each shield was rendered in red, white, and blue, symbolizing American pride and innovation.

1975 – 1980: The Hawk Experiment

In the mid-1970s, Buick experimented with a hawk motif for the Skyhawk model. Initially minimalistic, the hawk later gained detail and a red background, showcasing Buick’s willingness to explore bold designs.

1980 – 2002: Return to the Tri-Shield

The hawk was retired in favor of the tri-shield logo in 1980. Updated with a solid blue background and sleek silver accents, this emblem paired tradition with modernity, accompanied by a bold, sans-serif wordmark.

2002 – 2015: Simplified Elegance

In 2002, Buick streamlined the tri-shield logo into a three-dimensional silver emblem. The accompanying wordmark adopted a cleaner, more contemporary sans-serif typeface.

2015 – 2022: Modern and Timeless

The 2015 redesign preserved the tri-shield design while enhancing its simplicity and elegance. The logo maintained its iconic symbolism, celebrating Buick's heritage and progress.

2022 – Present: Contemporary Refinement

The most recent update modernized the tri-shield emblem by simplifying its structure and removing the frame. The shields are now set against a plain white background, with a bold black wordmark in a geometric sans-serif font, exuding a sense of strength and sophistication.

Font and Colors

Buick’s logos have consistently used clean and bold typography, with recent designs emphasizing geometric sans-serif fonts for readability and modern appeal. The color palette has evolved from sepia tones to vibrant red, white, and blue, and now to a sleek silver and black, reflecting the brand's timeless elegance and adaptability.