Cadillac Launching New Corporate Logo With Lyriq

Matt Posky
by Matt Posky

There’s a new automotive trend afoot, one where industry giants alter their iconic corporate logos so they’ll play better in a digital environment. Shadows and color gradients designed to give an image depth don’t always pop on a cheap screen the way they might on the glossy piece of paper and have encouraged manufacturers to transmission to flat, monochromatic icons that look bad everywhere.

But consistency isn’t the only reason to change logos. It’s also an opportunity to signal to customers that you’re evolving as a brand, which is why so many companies have associated their new iconography with the pivot toward electric vehicles. General Motors, recently ditched the logo it’s been using (more or less) unchanged since 1964 for a Bizarro World alternative that swaps the color pallet and makes the letters lowercase. Now it’s modernizing the emblem to be used for Cadillac’s electrified products until they gradually supplant the entire lineup.

The resulting image is highly similar to what we’ve seen from BMW, Volkswagen, Nissan, and Kiathough the latter example is at least novel. Recipes traditionally involve stripping as much color as possible from the existing logo and then offering up a press release explaining how this symbol is an expression of the changing corporate ideologies as they make irrelevant proclamations about the need for a more just and sustainable future.

Sometimes there are even unique variants that denote when a car is utilizing an alternative-energy powertrain, such as the blue-ringed roundel BMW used on models like the i3. While this also applies to Cadillac — as the new emblem will be used exclusively on EVs — the monochrome logo will eventually replace the colorized shield the company has been using for over 100 years. However, it should be said that the wreath-and-crest design has gone through numerous incarnations within that timeframe and there was even a brief stint (1914) where Cadillac attempted to go without it.

According to Fox News, the new icon is familiar in shape but ditches the wreath and simplifies the overall design by making everything black and white. Frankly, it doesn’t really work with a coat of arms that are supposed to be heavily reliant on color to convey what it is from a distance. We’re betting the new one looks like a gray blob once you’re standing a few steps back and we’ve got the upcoming Lyriq as evidence. GM has stated that the electric crossover will be the first Cadillac product to embrace the new crest and it’s all over the vehicle’s interior and exterior — often illuminated to add a sense of flare.

From Fox News:

A spokesman told Fox News Autos that the color version will continue on the legacy internal combustion engine models while the new one will roll out with the electric models that will be replacing them until it becomes an all-electric brand in 2030.

“The new crest along with our new tagline ‘Be Iconic’ represent Cadillac’s desire to champion each of us to dream big and become the most aspirational version of ourselves,” he said.

The outlet noted that a grayscale version of the emblem was available on gasoline models via the brand’s Onyx package and some dealers will also swap out a colorized version as an off-the-books option. But the official replacement is backlit and to be affixed exclusively to EVs. Having seen it on the Lyriq, the new shield doesn’t look half bad up close. Though it’s also a tad stodgy and serious, which is something most of these dumbed-down logos suffer from.

As there’s nothing in Cadillac’s upcoming lineup to pique my interest, it hardly matters what I think. However, you might find the Lyriq (due in 2022) right up your alley and believe the new crest to be an idyllic mate for the brand’s evolving image. Or you might think it’s an abomination. We’re interested in knowing either way and presumably so is General Motors.

[Images: General Motors]

Matt Posky
Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

More by Matt Posky

Join the conversation
2 of 50 comments
  • Ferrari Ferrari on Nov 17, 2021

    I really liked the new logo, it is very restrained and laconic, ideally complements the stylish design of the car itself. I love cars and even tried to create a logo for a fictional car brand, it was fun. I was inspired to this experiment by the variety of graphics I saw on This is a heaven for web designers. Just take ideas and create a cool design or logo.

  • ThomasKing ThomasKing on Nov 21, 2022

    As a brand that has been around since 1902, Cadillac has always maintained a sense of timelessness and prestige. Need to check this and get more new ways for construction. This has led to the creation of numerous logos throughout the years. In order to appeal to an international audience, current CEO (and former Chrysler CEO) Michael Jackson has decided to create a new logo that can be used across all of Cadillac's brands. The new logo will take its inspiration from Lyriq, the small town in Texas where Cadillac was born more than 100 years ago.

  • 28-Cars-Later Seville - LS400Bhp 295 250Ft-tq 280 260Reliable No Yes
  • 28-Cars-Later No, and none of you should be either.
  • Arthur Dailey No.
  • Arthur Dailey My father had multiple Northstar equipped vehicles. He got one of the first Northstar equipped STS's in Canada and continually drove STS's on one year leases for nearly a decade. One of them did 'crap out' on him. It went into 'limp' mode and he drove it to the nearest GM dealer. The vehicle was about half way through its lease, and he was in cottage country (Muskoka). GM arranged to have it flatbedded back to Toronto. He rented a vehicle, drove it home and then took delivery of a new STS within about 4 days. There were no negotiations regarding repairs, etc. The vehicle was simply replaced. Overall he was pleased with the performance of these vehicles and their engines. We also found them a pleasant environment to be in, with more than enough power.
  • Bd2 If they let me and the boyz roll around naked in their dealership I'll buy a Chinese car.