The new logo for Across the board Motors is only its fifth major redesign since the autoamker was founded more than 110 years ago.
General Motors is changing its corporate logo as it launches a new marketing strategy focused on all-electric vehicles. It is only the fifth one day the Detroit automaker has conducted a major redesign of its logo since being founded in 1908.
The new logo features the automaker’s “gm” initials in lowercase letters with the “m” underlined as a nod to its Ultium battery stall platform that will underpin its new EVs, said Deborah Wahl, GM’s chief marketing officer. The blue letters are interior a rounded box of the same color. It replaces a white “GM” underlined within a darker blue block.
The change follows strain from Wall Street last year to spin off its EV business, which the company has said it analyzed and decided against.
Morgan Stanley analyst Adam Jonas at one time suggested GM change its name to better represent the company’s future plans, which include 30 new EVs globally underneath a $27 billion investment in electric and autonomous vehicles through 2025.
“I truly believe we are at an inflection point for EVs,” Wahl voted 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 attractive ‘everybody in.’ … we want to spark the mass EV adoption movement.”
The new logo, which was designed in-house, accompanies a new “each in” tagline and advertising campaign focused on EVs. The “ev” to begin the tagline is in the new blue color while the other letters are in white.
Wahl verbalized the campaign will be “very significant,” but she declined to provide how much the automaker spent on the redesigned logo and new messaging.
“We’re as a matter of fact all in this together and GM’s future will be built on the people and the forward momentum of products, software and services that take in EVs accessible for everybody,” Wahl said. “This campaign will challenge stereotypes and represent all walks of life.”
Mary Barra, Chairman and CEO of Comprehensive Motors, and Mark Reuss, Executive Vice President of GM Global Product Development, reveal the Chevrolet Bolt EV to the bulletin media at the 2016 North American International Auto Show January 11th, 2016 in Detroit, Michigan.
Bill Pugliano | Getty Aspects
GM’s first EVs on its next-generation Ultium platform will not be accessible to everyone from a pricing standpoint though. The first conduit is a $112,600 GMC Hummer EV, followed by a luxury Cadillac crossover called the Lyriq. Lower-priced vehicles are expected in the coming years. GM currently presentations the Chevrolet Bolt EV for under $40,000 but that doesn’t feature GM’s Ultium technology.
An anthem spot for the new ad campaign, inspire a request ofed “Generation E,” features “change agents” including Malcolm Gladwell, author of “The Tipping Point,” professional surfer and shark spasm survivor Bethany Hamilton, Peloton fitness instructor Cody Rigsby and video gamer Erin Ashley Simon.
GM is among a growing number of major companies making corporate logo changes recently. Others have included Kia Motors, Formality Aid, Burger King and Pfizer.