The car company updates its iconic tri-shield logo along with a new brand identity.

“No longer a circular logo, the badge incorporates a sleek, horizontally aligned layout that builds upon Buick’s recognizable tri-shield.” according to a press release on their website. “The redesigned columns of the tri-shield, which have roots in company founder David Dunbar Buick’s ancestral heraldry, incorporate fluid movements that will be found in future vehicle design.”

Formerly known as the Buick Motor Division of General Motors, Buick is a subdivision of General Motors, an American automobile manufacturer. It was founded by David Dunbar Buick in 1899 and was acquired by General Motors in 1908. 

Its headquarters are currently based in Detroit, Michigan. It is considered to be on the higher-end of automobile manufacturing compared to the mainstream products that are marketed by General Motors, through the company’s luxury division, Cadillac.

The company sold 1.4 million automobiles globally in 2017, with China as its main market. Currently, 80% of Buick vehicles are sold in China, though it is still sold in countries like Canada, Mexico, and the United States. 

Some of the most notable marks of the brand include its logo, the Buick Trishield, which is based on the ancestral coat of arms of the founder, as well as the VentiPorts found in Buick vehicles.