As we embark on the next stage of our electric evolution, we're bringing #EVerybodyIn. Welcome to Generation E. https://t.co/YGPAuVoHPj pic.twitter.com/3iOGblX4e3
— General Motors (@GM) January 8, 2021
It is only the fifth time the Detroit automaker has
conducted a major redesign of its logo since being founded in 1908.
The new logo features the automaker's "gm"
initials in lowercase letters with the "m" underlined as a nod to its
Ultium battery cell platform that will underpin its new EVs, said Deborah Wahl,
GM's chief marketing officer. The blue letters are inside a rounded box of the
same color. It replaces a white "GM" underlined within a darker blue
block.
The change follows pressure from Wall Street last year to
spin off its EV business, which the company has said it analyzed and decided
against.
Morgan Stanley analyst Adam Jonas previously suggested GM
change its name to better represent the company's future plans, which include
30 new EVs globally under a $27 billion investment in electric and autonomous
vehicles through 2025.
"I truly believe we are at an inflection point for
EVs," Wahl said during a media briefing Friday. "Today we're creating
a call to action and we're showing how we plan to lead the future by inviting
'everybody in.' … we want to spark the mass EV adoption movement."
The new logo, which was designed in-house, accompanies a new
"everyone in" tagline and advertising campaign focused on EVs. The
"ev" to begin the tagline is in the new blue color while the other
letters are in white.
Wahl said the campaign will be "very significant,"
but she declined to provide how much the automaker spent on the redesigned logo
and new messaging.
"We're actually all in this together and GM's future
will be built on the people and the forward momentum of products, software and
services that make EVs accessible for everybody," Wahl said. "This
campaign will challenge stereotypes and represent all walks of life."
GM's first EVs on its next-generation Ultium platform will
not be accessible to everyone from a pricing standpoint though. The first
vehicle is a $112,600 GMC Hummer EV, followed by a luxury Cadillac crossover
called the Lyriq. Lower-priced vehicles are expected in the coming years. GM
currently offers the Chevrolet Bolt EV for under $40,000 but that doesn't
feature GM's Ultium technology.
An anthem spot for the new ad campaign, called
"Generation E," features "change agents" including Malcolm
Gladwell, author of "The Tipping Point," professional surfer and
shark attack survivor Bethany Hamilton, Peloton fitness instructor Cody Rigsby
and video gamer Erin Ashley Simon.
GM is among a growing number of major companies making corporate logo changes recently. Others have included Kia Motors, Rite Aid, Burger King and Pfizer.