GM’s New Logo

In case you hadn’t noticed, General Motors has redone its logo. It’s still got the letters G and M in it, of course, but instead of the proud, stolid capital letters, the G and the M are presented in lower case form.

Corporations apparently believe that consumers spend huge amounts of time carefully studying corporate logos and brands, reacting to each little feature. In this case, the newest General Motors logo is supposed to show that the company is moving toward electric cars. That’s why the new logo colors include “electric blue,” and the white spaces within the lower case m are supposed to make consumers think of an electric plug. (I would have totally missed that one.) I’m sure the rounded circle and the underline of the m also are supposed to have some deep meaning, too, but I’ve got no idea what.

I would guess that GM, like many companies, spent a lot of money on consultants and spent a lot of time deciding whether to go to the new logo — which, as the article linked above indicates, is getting decidedly mixed reviews. The thing that strikes me most about the new logo is the decision to go from capital letters to lower case. The straightforward capital letters, without stating the full company name, were instantly recognizable as the mark of a corporate colossus whose interests were once equated with the interests of America itself, but those days are long gone. Now, in the years after taxpayers had to bail out the company from some really bad corporate decisions, GM is a shrunken shell of its former self, and with the new logo it’s formally become the e.e. cummings of the American corporate world by going to the understated, meek, and frankly somewhat pathetic lower case mode.

That’s what the new logo conveys to me, but that message is probably not what the consultants and branding experts and logo designers and General Motors management intended.

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