Holden, an iconic Australian automotive brand established in 1856, originally produced saddles before transitioning to car manufacturing in the late 1800s. Acquired by General Motors in the 1930s, Holden became synonymous with the Australian automotive industry. Over the years, its visual identity has undergone several transformations while consistently incorporating the powerful image of a lion—a symbol of strength, courage, and majesty.

Logo Evolution

Holden’s logo history is marked by refinements that reflect both the company’s legacy and its modern aspirations.

1928 – 1969
The first Holden logo, designed by Rayner Hoff in 1928, introduced the iconic lion imagery, which would become central to Holden’s brand identity.

• Design: A lion in profile, sitting on a rounded stone with its paw resting on it.
• Framing: The logo was enclosed in an ornate oval frame with the Holden wordmark above it in all caps.
• Color: A monochrome design, predominantly black, which conveyed a strong, authoritative presence.

1969 – 1994
In 1969, the logo underwent a redesign, simplifying the structure and focusing more on the emblem itself.

• Design: The lion was redrawn and refined, with the stone element still present but more stylized.
• Color: The logo was now executed in red on a white background, signaling a more vibrant and modern aesthetic.
• Impact: This version of the logo marked Holden’s shift toward a more streamlined, contemporary visual identity.

1994 – 2014
A significant redesign in 1994 refined the emblem further.

• Design: The lion was now depicted in white on a red circle, enclosed by a dual white and red frame.
• Typography: The wordmark was simplified to a modern sans-serif font, with rounded angles, giving the logo a sleek and refined appearance.
• Color: The red and white color palette reinforced the brand’s boldness and energy.

2014 – 2016
The 2014 redesign brought a more dimensional and aggressive aesthetic to the logo.

• Design: The emblem became three-dimensional, with gradient shades of gray and red, adding depth to the design.
• Typography: The wordmark was redrawn in a massive and bold typeface, adding a more brutal feel to the brand. The motto “Let’s go there” was also added beneath the wordmark.
• Impact: This version highlighted Holden’s dynamic and forward-thinking approach.

2016 – 2019
The 2016 update simplified the color palette, giving the logo a more elegant and sleek look.

• Design: The emblem retained its three-dimensional shape but was now in metallic gray with a black outline.
• Typography: The wordmark was rendered in a smooth sans-serif with diagonal cuts on the “L” and “D”, creating a sense of movement.
• Color: The shift to black and silver made the logo appear lighter and more refined, elevating Holden’s premium status.

2019 – Present
The most recent version, introduced in 2019, further simplifies and modernizes the logo.

• Design: The lion’s emblem is now flat, executed in black on a white background.
• Typography: The wordmark remains in the same sans-serif font, adding a sense of authority and modernity.
• Color: The black-and-white palette evokes power, reliability, and elegance, positioning Holden as a trusted and confident brand.

Font and Color Palette

• Font:
  The modern Holden logo uses a sans-serif typeface with smooth, rounded edges and distinctive angular cuts, making it look sleek and sophisticated.
• Colors:
  • Black: Represents power, sophistication, and reliability.
  • White: Denotes purity, simplicity, and clarity.
  • The overall black and white palette in the most recent design reinforces Holden's contemporary and confident approach to automotive excellence.

Impact of the Holden Logo

Holden’s logo has evolved to reflect its commitment to both heritage and innovation. The lion emblem, with its rich symbolism of strength and courage, continues to be the heart of the brand. From its early days as a producer of saddles to becoming a major player in the global automotive market, the Holden logo has adapted while maintaining its core values of reliability, trust, and premium quality.