How A Sketching Accident Led To Buick's Bold New Logo Design | Carscoops carscoops
Richmond’s sketch was an early iteration that, like other sketches, featured only rough lines that were intended to be filled in later. The traditional Buick badge had not yet been placed on it, as was intended, and instead, it only had a few swooping slash marks on the hood. Reuss apparently saw the design, though, and liked it.
“This one just happened to be the one that sort of slipped through without us putting a badge on. And when [Reuss] saw that, he was intrigued by it,” said Richmond. “The fact that it was just my sketch was just a happy accident. I mean, everybody in the studio was doing these kind of sketches.”That ultimately led the brand to redesign its badge, rearranging the three shields in a straight, horizontal line, rather than diagonally.
“The redesigned columns of the tri-shield incorporate fluid movements that convey motion,” Reuss said. “It’s sleek and dynamic, and I love that we’ll see it on all Buicks going forward into the new era of electrification for the brand and for the company.” According to David Haskell, a creative designer at Buick who helped refine the new logo, the change actually has a bigger impact than you might expect.
“You’re designing this brand-new face and it’s super modern, and from the studio’s perspective, then you put the sort of old badge back on it, it sort of dates everything,” McCabe said. “It all ties in. It’s all part of the bigger story of what we’re trying to do with the brand overall.”
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