Designers at the automaker were instructed to imagine the new face, aka front fascia, of a modern electric Buick, but what the project lead got was totally unexpected.
Early sketches focus largely on the lines and shapes, filling in details later. Therefore, the designer just made a few slashes where the logo would go. It wasn't fixed before delivery.
When the drawing was shown to GM president Mark Reuss, he was intrigued. With a few more refined touches, it evolved into the new Tri-shield emblem being adopted by Buick.
As much as logos represent a brand's identity, they should remain current with the times and ignite imaginations. This is the first significant update to Buick's badge in 33 years.
"It's sleek and dynamic, and I love that we'll see it on all Buicks going forward into the new era of electrification," says Ruess. FYI, the lucky designer was Geoffrey Richmond.