General Motors

gm.com

General Motors is an American multinational automotive corporation headquartered in Detroit, Michigan. It is one of the world's largest automakers, manufacturing vehicles under Chevrolet, Buick, GMC, and Cadillac.

General Motors logos

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General Motors brand colors

#000000

#016FCE

#0170CE

History

1938–1964
First corporate mark
General Motors adopted its first formal logo in 1938, replacing the company's certificate of incorporation as its identity document. The mark placed a bold serif 'GM' monogram in white against a dark upper field, with the full company name set in sans-serif below.
1964–1966
World's Fair mark
Debuted at GM's Futurama Pavilion at the 1964 New York World's Fair, this version modernized the monogram with a sans-serif treatment and no enclosing frame. It circulated briefly and served as the direct basis for the enclosed logo that followed.
1966–2021
Mark of Excellence
Designed by Alan Peckolick

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Alan Peckolick enclosed the 1964 monogram in a vertical blue rectangle, creating the 'Mark of Excellence' that appeared on every GM vehicle beginning with the 1967 model year. The mark remained GM's primary corporate identifier for 55 years, through several finish updates but no structural changes.

2010–2021

Metallic refresh

In November 2010, GM introduced a three-dimensional metallic rendering of the established square logo, adding chrome gradients to the letterforms and border. The underlying geometry was unchanged; the update aligned the corporate mark with the premium styling applied across GM's vehicle lineups at the time.

2021–present · current

EV era wordmark

Unveiled on January 8, 2021, the new mark lowercased the 'gm' monogram for the first time and replaced the navy rectangle with a bright gradient blue border. The letterforms were drawn in-house by GM's design team under Sharon Gauci, and the negative space inside the 'm' was shaped to suggest an electrical plug, signaling the company's shift toward an all-electric vehicle portfolio.