Cadillac News: Rumorpile: Cadillac To Change Their Emblem

[William Maley]

William Maley

Staff Writer - CheersandGears.com

July 24, 2013

In the 111 year history of the Cadillac brand, the emblem has changed and morphed close to 40 times. According to Automotive News, another change is incoming. Sources tell AN that the new emblem will debut on a concept that will be shown at the Pebble Beach Concours d'Elegance in California next month. The new emblem would then appear on production vehicles starting in 2015, although one of the sources say that could change.

Why is Cadillac changing their emblem? To help shed the image of producing old luxury yachts and help bring in younger buyers to their showroom.

"Every time it was tested, the reaction was almost universally negative. The wreath is seen as outdated and obsolete," said a source.

Source: Automotive News (Subscription Required)

William Maley is a staff writer for Cheers & Gears. He can be reached at [email protected] or you can follow him on twitter at @realmudmonster.

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[Drew Dowdell]

I LIKE the wreath, it has far more character than the plain circle(s) or oval everyone else has

[SoCalCTS]

I'd have to see the new logo before I make any judgement but I like the wreath and what it symbolizes.

[aurora97]

Have the current badge sit within the V like the mid-20th century below;

[vonVeezelsnider]

I would vote for either the above, or that art deco tall one from the 1940s.

[Drew Dowdell]

Maybe a C&G design contest for Cadillac's new logo?

[David]

I like that Idea Drew, would be great to see what people think.

I personally like the V, but a modern take on the V with the Caddy logo so it looks fast and modern on the V series auto's but also gives a modern take on the rest of the family.

[riviera74]

Who are these hipsters that hate the wreath and crest? OK, the logo was on cars Cadillac is not proud of, but what would a new logo actually do? The wreath and crest is already on current Cadillacs and there are no real problems with the cars themselves.

[balthazar]

^ Good point. We have an excellent ATS, CTS & a pretty impressive XTS- why change up the emblem now?

I swear- whomever approves these news releases needs to be reassigned to sifting rubble at one of GM's demolished assembly plants, looking for something the size of a pencil eraser.

The last reimaging of the logo in 2002 grew on me over time, tho it still needs crown points. The Wreath absolutely should stay- those polled that say the current emblem makes them think of a 30-yr old mediocre Cadillac will never buy a new one because of a different emblem.

Edited July 25, 2013 by balthazar

[aurora97]

I have nothing against the current logo either. I think it is a great streamlined version of all logos from the past. But if Caddy is going for the "younger market" then the emphasis would be more on performance than luxury. What better way to sell performance than with the return of the big chromed-out V and the big badge in the middle.

[Blake Noble]

Sigh. Okay. Cue the obligatory smk post that goes, "Well that's another reason why Cadillac sucks. Mercedes-Benz hasn't changed their logo in eleventy billion fricking years. Blah, blah, blah."

Anyway, I can see them dropping the wreath, but the crest is probably going to stay.

[David]

While I am more than happy like everyone else here with the current logo, I can see going with a more modern V logo that would attract the youth more to the brand.

[ZL-1]

Maybe a variant/upgrade of the 1950's V emblem?

Wonder if the duckies could make a comeback

[smk4565]

I like the wreath, and I like the current logo. The shield or crest if you will looks modern, and I think the wreath and crest is a good combo

[David]

I think you take the Cadillac shield, add the ducks and then have the V go through the emblem would be sweet looking.

[bobo]

The merlettes should be brought back, as well as the crown. They shouldn't dumb down the emblem any further.

[Blake Noble]

I like the wreath, and I like the current logo. The shield or crest if you will looks modern, and I think the wreath and crest is a good combo

Edited July 26, 2013 by black-knight

[hyperv6]

To me many of those with their retro thinking would have never approved of Harley Earls X and Y jobs and how he was trying to advance design. He shocked many with things like lower cars with no running boards and other things. Many back then hated it but they advanced design in so many positive ways once they were incorporated into the future cars.

I for one like cars with as little use of emblems as needed.
Cadillac is only losing the Caesar look here and it does look date and the round shape really does not fit the car well. Lets face it the car is more edgy and lined than round. With that said the V would better fit the shape and lines on the car.

Also It could help them remove the emblem from the center of the grill to the top center or other location. To me the round Shape like this is a limiting factor on a car that is living on the Arts and Science edge styling.

I will reserve my final approve to be based on what they really end up with as an informed opinion is the best route. I expect they will have a full take on this and may offer a good option.

[balthazar]

The Wreath & Crest is now 111 years old, Cadillac is NOT going to radically change it's identification.
I could certainly go with a wider logo ALA the '50s proportions, but the Crest looks naked without the Wreath, and it won't work in a non-circular shape.
I'm not immediately in favor of going back to the V, esp with the V-Series, I think it may confuse some.
No doubt the resulting design, IF they go into production under it, will be instantly recognizable & a mild tweak.

Dropping the Wreath will be a mistake, however.

If I'm not mistaken, Mercedes is still gluing these on the noses of all their vehicles :

Wonder how many people polled would associate their wreath with things like the C-series hatchbacks with their airport lounge upholstery, the soot-belching diesels that couldn't outrun a glacier, the 1960s stripped sedans with their top speeds of 82 MPH, or the empty shell cargo van daimler INSISTED on ALSO badging as a 'mercedees'.

[hyperv6]

Have the current badge sit within the V like the mid-20th century below;

Hmm, does not look naked here. Matter of fact it looks quite hansom here. Update it to modern crest and angle the V to fit the Arts and Science and it would do just fine.

[Robert Hall]

When did the wreath first appear? '60s?

[hyperv6]

When did the wreath first appear? '60s?

They had one in the early years. Around 1920 but it vanished for many years in the 30s-1970,

Here is a video I found I love 1933 http://www.youtube.com/watch?v=9FcPvhg9Grk

The wreath has come and gone over the years and was not used every year. So it may be time for another vacation for it.

.

Edited July 27, 2013 by hyperv6

[balthazar]

When did the wreath first appear? '60s?

As in the immediate above image, the wreath was in the original logo, used in decal form on the very first 1902 Cadillac Model A's. The 1906 date refers to when the emblem was trademarked (08-07-1906).

But the Wreath did appear & disappear over the years & depending on the specific location on the car.

In more modern times, it was used in the upholstery of the '62 Series 75s, then on the exterior of the '63 Eldorado & Fleetwood and ever since, depending on model. In some instances, such as the '63s, the hood wore Crest & Vs, while the rear quarters wore Crest & Wreaths. In other years, say '70, the deVilles had only the Crest front & rear. But Cadillac has not gone withOUT the Wreath since '62 ('61 really).