General Motors is changing its corporate logo as it launches another marketing system focused on every electric vehicle. It is just the fifth time the Detroit automaker has directed a significant redesign of its logo since being established in 1908.
The new logo includes the automaker’s “gm” initials in lowercase letters with the “m” underlined as a nod to its Ultium battery cell platform that will support its new EVs, said Deborah Wahl, GM’s chief marketing officer. The splendid blue letters are inside a rounded box of a similar color. It replaces a white “GM” underlined inside a darker blue block.
The change follows pressure from Wall Street a year ago to turn off its EV business, which the organization has said it dissected and ruled against.
Morgan Stanley expert Adam Jonas recently recommended GM change its name to more readily represent the organization’s likely plans, which incorporate 30 new EVs internationally under a $27 billion investment in electric and autonomous vehicles through 2025.
“I truly believe we are at an inflection point for EVs,” Wahl said during a media briefing Friday. “Today we’re creating a call to action and we’re showing how we plan to lead the future by inviting ‘everybody in.’ … we want to spark the mass EV adoption movement.”
The new logo, which was designed in-house, goes with another “everyone in” tagline and advertising campaign focused on EVs. The “ev” to start the tagline is in the new blue color while different letters are in white.
Wahl said the campaign will be “very significant,” yet she declined to give how much the automaker spent on the redesigned logo and new messaging.
GM is among a developing number of significant organizations making corporate logo changes recently. Others have included Kia Motors, Rite Aid, Burger King and Pfizer.
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