Buick is an American premium automobile brand and a division of General Motors. Founded in 1899, it is the oldest active American automotive manufacturer, producing a modern lineup of upscale SUVs and crossovers.
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1913–1930
Script wordmark
Buick's early corporate mark used a flowing script wordmark without any shield device. The lettering reflected the hand-lettered style common to American automakers of the era, serving as a straightforward typographic identifier on cars and dealer materials.

1959–1975
Tri-shield origin
The three-shield device debuted on Buick vehicles in 1959, derived from the coat of arms of the Buick family of Scotland. The stacked diagonal arrangement of shields became the brand's primary emblem and appeared as a badge on cars through 1990.

1976–1990
Tri-shield corporate
A refined version of the tri-shield was introduced as a corporate identity mark in 1975 and phased into full use by 1976. The shields were redrawn with cleaner geometry and enclosed in a consistent lockup with the Buick wordmark for use across advertising and signage.
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<img src="https://img.logo.dev/buick.com?token=YOUR_API_TOKEN" alt="buick.com logo" />1990–2002
General Motors redesigned Buick's identity in 1990, setting the three shields within a horizontal oval and pairing them with a sans-serif wordmark. The oval framing gave the mark a more contemporary profile suited to the premium segment Buick occupied.

2002–2015
Blue shield update
Introduced alongside the 2002 Buick Rendezvous, this version retained the oval outline but shifted the color palette toward blue and introduced a more three-dimensional rendering of the shields. The design aligned with GM's broader push to differentiate its luxury-adjacent brands through richer visual finishes.

2015–2023
Flat shield
Buick flattened and simplified the badge in 2015, removing the oval border and moving to a cleaner, lighter treatment of the shields. The change accompanied a broader design refresh across the GM portfolio as brands moved away from the skeuomorphic chrome-and-gradient style of the 2000s.
2023–present · current
Horizontal shields
Unveiled on February 16, 2023, the redesign removed the encircling oval entirely and arranged the three shields horizontally rather than diagonally. The wordmark was redrawn in a refined geometric typeface, and the overall mark simplified to work across electric vehicle platforms.
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