- As General Motors moves toward electrification, it has changed its logo and kicked off an ad campaign promoting its commitment to EVs.
- The new logo fades from light blue to darker blue and displays the GM letters in lowercase type, is intended to evoke “the clean skies of a zero-emissions future and the energy of the Ultium [battery] platform,” GM said.
- General Motors announced in November that it’s speeding up its plan toward electrification and is now aiming to have 30 electric vehicles on the market by 2025.
For the first time in a decade—and only the fifth time in its history—General Motors is getting a new logo, one which features lowercase lettering. The change comes as the automaker is on the brink of introducing a large number of electric vehicles and is seeking to make its image reflect that change.
GM revealed three different variations of the new logo, one of which is black, one which is the traditional GM blue, and another which fades from a light blue to a darker blue through the lettering. The automaker says that the latter of the three evokes “the clean skies of a zero-emissions future and the energy of the Ultium platform.” Much like the GM logos of the past, the look is clean and simple.
Ultium is the name GM has assigned to its electric-vehicle platform and the batteries going into said vehicles. That platform was revealed for the first time in March 2020 and is going to be first introduced in the GMC Hummer EV, which was revealed in October. It will then shortly thereafter be seen on the Cadillac Lyriq and other electric vehicles in GM’s lineup.
General Motors has accelerated its plans for electrification, saying in November that it aims to have 30 electric vehicles on the market by 2025, at which point it expects the cost of its Ultium batteries to drop by 60 percent from current prices. GM also announced an additional $7 billion investment in electric and autonomous tech, bringing its total investment in such technology to $27 billion through 2025.
In a call with investors last year, an auto analyst raised the question of why General Motors doesn’t change its name altogether. He proposed GM become simply Ultium to reflect the direction that GM is headed, toward electrification. GM CEO Mary Barra said that the automaker wouldn’t rule out a future name change, but at the moment is more focused on developing future electric vehicles.
Of course, a change of a logo isn’t as drastic as a name change, but it’s further proof of where GM sees itself going.
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