General Motors is changing its corporate logo as it launches a new marketing strategy aimed at electric vehicles. This is only the fifth time that the Detroit automaker has made a major redesign of its logo since its inception in 1908.
The new logo contains the carmaker’s “gm” initials in lower case with the “m” underlined as a wink to its Ultium battery cell platform that will support the new EVs, said Deborah Wahl, head of marketing. The bright blue letters are in a rounded box of the same color. It replaces a white “GM” underlined in a darker blue block.
The change follows pressure from Wall Street last year to eliminate its EV business, which the company said was analyzed and decided.
Morgan Stanley analyst Adam Jonas has previously suggested that GM change its name to better represent the company’s future plans, which include 30 new EVs worldwide under a $ 27 billion investment in electric and autonomous vehicles by 2025.
“I really believe we are at a turning point for EVs,” Wahl said during a news conference Friday. “Today we are creating a call to action and showing ourselves how we intend to lead the future by ‘inviting everyone’. … we want to ignite the mass adoption movement. ”
The new logo, which is internally designed, accompanies a new “everyone in” heading and advertising campaign focused on EVs. The “ev” to start the battle line is in the new blue color, while the other letters are white.
Wahl said the campaign would be ‘very important’, but she did not want to predict how much the carmaker spent on the redesigned logo and new messages.
GM has recently been among a growing number of large companies changing the corporate logo. Others included Kia Motors, Rite Aid, Burger King and Pfizer.