Cadillac Changes LOGO Again

January, 2015

First revealed on last year's Elmiraj concept, Cadillac has confirmed that its new crest will start to appear on new production models in the first half of 2015. Caddy's new crest is a little wider than before, but most noticeable by its absence is the wreath that previously surrounded it.

This would be the first major change to the logo in more than a decade though it’s not exactly new as the logo has appeared as just a crest in the past. That crest, incidentally, was inspired by the original family coat of arms of Antoine Laumet de La Mothe, sieur de Cadillac, a French explorer that helped found Detroit in the early 1700s. The crest’s last significant redesign was in 2000 when Cadillac introduced its sharp-edged Art and Science design language. The coat of arms became more geometric, and specific features on the crest, notably its swimming ducks, were dropped. Devoid of detail, the design suggested a colorful abstract painting by Mondrian.

The laurel wreaths were deemed to be old-fashioned based on feedback from potential customers. While a distinct aspect of the old logo, Cadillac does point out that its crest has changed several times over the years, and the wreath hasn't always been part of it. Instead, the new crest is "sleeker and streamlined", designed to best represent the brand's long-running Art & Science design philosophy.

The new crest is wider, certainly more modern-looking than before, but retains the general shape, the colors, and the geometric grid pattern of the previous logo. The famous italic Cadillac script, where used, remains the same as ever. According to Andrew Smith, Cadillac executive design director, "The Crest remains a consistent symbol of Cadillac and our core values. Our goal was to evolve the emblem design to integrate with the new vehicle form while maintaining the core graphic elements that preserve its strong brand recognition."

Customers old and new won't struggle to identify the new crest with Cadillac, less still when it hits the grille of the brand's new 2015 Cadillac ATS Coupe. Revealed at the Detroit Auto Show, the ATS Coupe is a wider, sportier take on the sedan, with a range of brawnier engines--perfect for showing off the new Caddy crest. Both will hit the streets in the summer.

A logo consisting solely of the crest would provide designers with greater flexibility, though it will mean dealerships around the country would have to update their signage.

TO READ MORE ABOUT THE HISTORY OF THE CADILLAC CREST -- CLICK HERE