As if the Cadillac Division hasn't had enough problems lately, now management wants to change the nice multicolored wreath-and-crest emblem into a cheap-looking monochrome wanna-be. IMO, I don't see this as being successful, and will likely only further damage the company's already-shaky reputation. Buick tried that nonsense with the chrome-outline shield in the American market, and, from many customer complaints (including mine) was forced to go back to the nice tri-colored shield that it used for decades.

(If the images didn't come through properly, click on the link)

https://gmauthority.com/blog/2021/09...monochromatic/

Cadillac Badge Going Monochromatic

Cadillac is gearing up to transition to all-electric power, and with that transition will come new styling and design changes across the model line. Additionally, the Cadillac badge itself is changing, going to a monochromatic color scheme.

Cadillac has already made the transition to a monochromatic Caddy crest with a new 2D logo on its websites and social media channels. The new logo is the same familiar Cadillac crest, but with black and white filling the center of the crest, rather than the multi-colored crest used previously.

The new crest is repeated in the grille and body of the 2023 Cadillac Lyriq all-electric luxury crossover, the former of which includes an illuminated backing. Unsurprisingly, this new design approach is a sign of what’s to come with regard to future electrified Cadillac models.

Meanwhile, in the present, Cadillac already offers monochrome badging on a variety of models, including the Cadillac XT4, Cadillac XT5, Cadillac CT5, Cadillac CT4, and 2021 Cadillac Escalade.

Essentially, the new design direction will opt for monochromatic badging and illuminated Caddy crests as the transition to all-electric power is carried out.

The 2023 Cadillac Lyriq will be the first Cadillac model to offer all-electric motivation. Making its debut in August, the 2023 Cadillac Lyriq will come equipped as standard with a 100 kWh lithium-ion battery pack utilizing General Motors’ latest Ultium battery technology. Motivation will be derived from a single Ultium Drive permanent magnet electric motor. Output will be rated at 340 horsepower and 325 pound-feet of torque, providing upwards of 300 miles of range between plugs. Under the skin, the Cadillac Lyriq will ride on the GM BEV3platform.

The arrival of the 2023 Cadillac Lyriq will precede a variety of all-electric Caddy models to follow, including the Cadillac Celestiq all-electric flagship sedan, two additional crossovers called the Optiq and Symboliq, a sedan/coupe currently known as a “low-roof” EV, and an all-electric iteration of the Cadillac Escaladeluxury SUV.

 

Cadillac's badge is the least of their problems.

 

Well, that's what the managers at Buick also thought. They found out otherwise.

 

I'd say Buick is doing pretty well in its target market: China. Its current existence in the U.S. is merely an afterthought.

 

One reason (among many) WHY they are doing well in China is because they did not do that monochrome nonsense there with the tri-shield like they did here.

It's possible that I'm overestimating the amount of damage that this will do to Cadillac's reputation....we'll see. But one cannot deny what the similar move did to Buick's image here in the U.S. Dropping the Buick sedans didn't help any, either....Cadillac at least kept most of the ones they offered.

 

I think the move makes sense. Cadillac is in need of competing with the other luxury makes like MBZ, BMW, Tesla, Lexus, and Audi. None of those brands use multi-color logos. It's really a matter of stepping up to modern times and syncing the brand with others.

 

Without colour it's very forgettable.

 

So Buick's biggest problem was it's logo?

 

I agree it still doesn't look great. I don't really like coloring on badges, but this one is also too complicated. Now it looks like a jello mold.

 

Yup the new logo won't hurt or help the division to any extent. From the article look at the models that already have it and it's most of their volume.

 

They already use the monochrome logo in a lot of applications, wheels, the side logos on the fenders. I think it looks cool, the multicolored one clashes with the aestetic Cadillac is going for and this is way more modern.

Their logo will make no difference to consumers. Buick's logo is frumpy and old and if anything is still hurting Buick.

 

Looks fine without the colors. I think this illuminated element on the back of the Escalades dash would look terrible if they tried to do the colors here.

 

Plus, without the colors it makes it easier for people to pretend they're Batman.

 

agree, but i expect it will be simplified over time.

color in logos presents a number of problems... doesn't look great on cars of every exterior color. sometimes stands out too much. much branding has become 'understated'... maybe cadillac will continue to use the logo but also emphasize
"C A D I L L A C" on vehicles.

cadillac is absolutely doing the right thing and getting with the times.

 

I like it a lot. Looks sharp and modern. As Bit said, getting with the times