Cadillac is redesigning its logo to scrap wreaths

Article by Anita Panait, on July 26, 2013

Cadillac is currently working on changing its emblem, this time doing away with the classic laurel wreaths that surround the logo’s crest, several sources told Automotive News. The redesigned logo will possibly appear on a concept vehicle that Cadillac aims to unveil next month at the Pebble Beach Concours d'Elegance in California.

The redesigned logo would also appear on production cars no earlier than the 2015 model year, with plans subject to change, the sources remarked. A spokesman for Cadillac confirmed the plans to show a concept at Pebble Beach in August, but declined to comment on the emblem redesign.

According to sources, the plan to get rid of the wreaths was prompted partly by feedback from potential customers. a Cadillac insider told Automotive News that every time it was tested, the reaction was “almost universally negative."

The source added that the wreaths on the logo are viewed as “outdated and obsolete," an image that Cadillac has been working hard to get rid off as it targets its next generations of vehicles at younger buyers. This is not first time that Cadillac’s logo will undergo a redesign. In fact, the emblem has changed nearly 40 times in the brand's 111-year history, with the wreath coming in and out over the years.

The last time Cadillac redesigned its emblem was in 1999, when it aimed to project a more streamlined, contemporary look, as well as to signal an exit from its legacy of building old-fashioned luxurious land yachts. During the time, the birds on the logo were eliminated from the main crest, although the wreaths remained, albeit in a modified form. [source: automotive news - sub. required]

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