On the roads of the States, one nameplate attracted my attention on a car that seemed to me… An unfamiliar sign with vertical elements in a circle (the logo is clearly from the 2000s), my ignorance quickly connected with China. The reason is banal, these comrades stamp emblems in the likeness of world brands. To be honest, I’ve never come across Buicky for the simple reason that where I lived, on another continent, there was no trace of them.
I started looking at this Buick logo, it looks like some kind of blade or nail file. Really resembles emoji. In the latest version, the logo evokes thoughts of 2014 Olympic torch hockey sticks. Today’s logo and the cars themselves have more Asian features than American ones. I would be grateful if someone would refute this and thereby change my assessment.
Naturally, I was puzzled by the history of the Buick logo. As a result, the concept of its redesign was born. This is an attempt to restore the meaning of heraldic symbols as the basis of the brand value and its exaltation in history. The power of the Buick logo was hidden in its small details, but they were rejected as a lack of «graphic noise». The new three-blade (or sticks) sign philosophy seems to be available only to its creators, so I put forward an alternative offer.
I intuitively want to see the Buick logo in the «American Linear Style» and at the same time an allegory of its history in simplified, combined contours. It looks very simple, fun and at the same time convincing: the logo can be disassembled and reassembled to perform certain functions, such as navigation.
The result is a sign of three shields, which at first glance resemble the emblem of «Transformers», and at the second glance, if they are decomposed into components, form the head of a deer with shields in the antlers.
You can continue to fantasize if interested parties have the desire. In any case, Buick failed to celebrate the idea in any way in September 2023.
