Vauxhall’s new-look griffin badge will be unveiled later today at the launch of its Insignia car, its first redesign in five years.
The bold, sleek black-and-chrome boiler-plate is part of a complete overhaul of Vauxhall’s corporate identity by the car manufacturer’s in-house design team led by vice-president of design Mark Adams, launched last April.
It is hoped that the new logo will ‘send a message that something is happening with this brand’, said Alain Visser, chief marketing officer at General Motors Europe.
Visser believes that by giving the logo a more modern look, it will underline Vauxhall’s recent emphasis on technology, culminating with today’s launch of the new Insignia mid-sized car.
Vauxhall is the latest in a succession of carmakers to update their look, including Volvo, Fiat, Chrysler and Mercedes-Benz, all seeking to change their brand perception in a challenging market.
The Insignia, sporting the new logo, will be exhibited at this week’s London Motor Show, opening on Wednesday 23 July.