For the fifth time in 113 years, General Motors has a new logo.
The visual identity update is part of the brand’s new campaign highlighting its efforts to mass-launch EVs. This also includes the obligation to produce 30 electric models by 2025. The announcement came ahead of the automaker’s keynote address at CES 2021 on Jan. 12 and will be delivered by Mary Barra, chairman and CEO of GM.
“We are launching this campaign now because we have the solutions and the ability to integrate everyone into one electric vehicle like never before,” said Deborah Wahl, global CMO, General Motors.
GM has made its electric ambitions clear – it revealed the return of the Hummer as an all-electric vehicle during the 2020 Super Bowl – based on a commitment three years ago to “create a world without accidents, without emissions and without congestion. ”The campaign, titled“ Everybody In, ”features writer Malcom Gladwell, surfer Bethany Hamilton and other influencers who GM hopes will highlight the inclusive future of electric vehicles.
Wahl declined to provide spending figures, but said the campaign would run year-round.
For the logo, the new light blue tone was inspired by “the clear blue sky of an all-electric future,” Wahl said, and the use of lowercase letters “immediately signals more inclusiveness, more accessibility, a more human aspect”.
Individual brands in GM’s portfolio will not bear the new logo, but the company is making efforts to offer electric vehicles with its Ultium battery technology at any price.
GM already makes the Chevy Bolt and is expected to sell the Cadillac Lyriq and GMC Hummer in 2022.
“We believe there should be an electric vehicle for everyone,” said Wahl. “Part of the secret is to make sure we develop the cutting edge technology and platforms so that we can get that scale and be flexible enough to act quickly. ”