For only the fifth time in 113 years, General Motors has a new logo.
The visual identity refresh is part of the brand’s new campaign highlighting its efforts toward the mass adoption of electric vehicles, which includes a commitment to making 30 electric models by 2025. The announcement came ahead the automaker’s keynote at CES 2021 on Jan. 11, which will be delivered by GM chairman and CEO Mary Barra.
“We’re launching this campaign now because unlike ever before, we have the solutions and capability to put everyone in an EV,” said General Motors global CMO Deborah Wahl.
GM has made its electrical ambitions clear—it revealed the return of the Hummer as an all-electric vehicle during the 2020 Super Bowl—predicated upon a commitment made three years ago to “create a world with zero crashes, zero emissions and zero congestion.” Titled “Everybody In,” the campaign features author Malcom Gladwell, surfer Bethany Hamilton and other influencers who, GM hopes, will highlight the inclusive future of electrical vehicles.
Wahl declined to provide spending figures, but did share that the campaign would run throughout the year.
For the logo, the new bright blue tone was inspired by “the clear blue skies of an all-electric future,” said Wahl, and the use of lower case “signals immediately more inclusivity, more approachability, a more human aspect.”
Individual brands within the GM portfolio won’t feature the new logo, but the company is making a push to provide electric vehicles at every price point using its Ultium battery technology.
Already, GM manufactures the Chevy Bolt and is expected to sell the Cadillac Lyriq and the GMC Hummer in 2022.
“We believe there should be an EV for everyone,” Wahl said, “and part of the secret of that is making sure that we develop the top technology and platforms so that we can achieve that scale and make it flexible enough to move quickly.”