By on April 30, 2010

Personally, the lack of a blue “Mark of Excellence” was the last thing I noticed about GM’s latest advertisement. Over at, however, they picked up on it a little quicker. GM’s trademark “chiclet” has already been removed from all of its future vehicles, and Cadillac has publicly announced that it’s distancing itself from the GM name. In fact, post-bankruptcy, everyone at GM has said that the “GM brand” should take a backseat to Chevrolet, Buick, Cadillac and GMC. But will The General go as far as get rid of its little blue box altogether?

It hasn’t happened yet. The Mark of Excellence still appears on the header of GM’s Fastlane Blog, although its only appearance at is as the site icon, off the page but still a visible symbol. If, as some are speculating, the Mark of Excellence is replaced with the logo seen at the end of GM’s “payback” ad, it won’t fit well in such tiny applications. On the other hand, it doesn’t lend itself quite so well to “Government Motors” jokes and photoshops.

Is GM going to go ahead and replace its logo? Honestly, we have no idea. Should it? Now there’s a topic to sink your teeth into…

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15 Comments on “Wild Ass Rumor Of The Day: GM’s “Mark Of Excellence” On The Way Out?...”

  • avatar

    I don’t think it should ever have been on there. The brand logo is more than enough. If I buy a Chevy I want a bow tie.

    If GM wants to change their logo that’s a different story. Until they get the rest of their house in order that’s simply an expense they don’t need to incur. There is a tremendous amount of money associated with it.

  • avatar
    blue adidas

    Is there anyone that thought this was a good idea in the first place? How meaningful was it to have that little blue booger on the fender of every GM car? I’d rather have had GM put the effort from that five cent thing into making their power window switches five cents better. Or making the plastichrome on the gauge cluster five cents less cheap looking. Then spending the marketing dollars necessary to promote that blue thingy into actually marketing the brand.

  • avatar

    They should replace it with an AVIS badge

    “Mark of the rental car”

  • avatar


  • avatar

    Smart move… most of the American public now equates GM with Government Motors, and would laugh heartily at any mention of a “Mark of Excellence” on, say, a Daewoo Cruze.

    Anything GM does to lessen that sting is a plus of them, though I suspect it might be way too little, too late.

  • avatar

    GM will likely keep the blue logo but reserve it for limited corporate applications (letterhead, in glass/windshields, parts, etc) much like Chrysler does with the Pentastar. We’ll continue to see it on the GM Pylon signs in front of dealerships too unless it’s easy and inexpensive enough for the dealers to remove without severely marring the signs.

  • avatar

    If GM was serious about stepping into the background and letting the Chevy, Buick and Cadillac brands step into the foreground, Ed Whitacre wouldn’t be shooting ads. Perhaps what the brands need are identifiable high profile executives that can present a brand image, like John Delorean did at Pontiac in the early 60s.

    Just as Lee Iaccoca came to represent Chrysler in consumers’ (and taxpayers’) minds, it’s also possible to apply that marketing technique to individual, as opposed to corporate, brands.

    • 0 avatar

      That also explains why Whitacre is the wrong guy to do the ads. Iacocca’s charisma and straight-talking demeanor made him a guy you wanted to rally behind. Whitacre just comes off as a lieing hick reading off a cue-card. In fact, he may come off to some (such as me, for example) as a Iacocca wannabe.

    • 0 avatar

      I disagree, I don’t need an executive to sell me a car. Name a company currently doing it right now where it is considered a good thing.

      Having a paid spokesperson is fine.

      Mike Rowe is good for Ford. He’s personable, self deprecating and has a good sense of humor.

      Howie Long was poison for GM. He was just a sarcastic ass to the people he interacted with in the commercials. (I don’t know if this is how he is outside the commercials, but I certainly don’t have a positive attitude toward him strictly based on the ads)

  • avatar

    Welcome to last month. This has been circulating for at least a month. Nice job picking it up though.

  • avatar

    …sooo…: trying out the Chrysler game of giving more power to the brands? not a bad strategy, though…

  • avatar

    The General Motors name may well be tainted with all the taunts that have been made, but “Mark of Excellence” is a great slogan.

  • avatar

    Whether they do or don’t is irrelevant. GM’s focus needs to continue towards making the best cars in the world. Any energy spent on a chicklet is a complete waste.

    Of course that probably means there’s been a 7 member committee hard at work for over a month debating the relative merits of the chicklet, with subcommittees out in the suburbs doing field research towards determining the relative merits of the chicklet, handing soccer moms samples of the chicklet to gauge their reaction and whether it would make them more or less likely to purchase a GM product. I’m sure of it.

  • avatar

    The USPO took a shine to the slogan, didn’t want the trademark without major changes tho.

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