GM will remove the Buick wordmark from its 2019 model-year vehicle line starting with the Envision this spring. What will remain is the strong and well-known Buick tri-shield logo – without the name – appearing on the front grille and the back of each vehicle. The decision is based on recent research showing that 73 percent of survey respondents were able to connect the tri-shield symbol with the Buick brand without the lock-up version of the logo and name to jog their memory.
Buick is hoping that this helps distance itself from its traditional identification as the vehicle of choice for the over-50 crowd by modernizing its look to appeal to millennials and newcomers to the brand. Interestingly, Buick is GM’s bestselling brand in China, with more than one million sales per year, where its cars already do not carry the wordmark.