Chevrolet is a brand that needs no introduction. The legendary automobile company’s history, part of the General Motors concern, began more than 100 years ago and can be safely called one of the most successful adventures. The founder of the firm, William Crapo Durant, did not name the company after himself, as most founders did. The brand bears the name of Louis Joseph Chevrolet, who was a famous racer of Buick, part of General Motors. Without thinking twice, Durant invites Louis Chevrolet to develop his car based on GM specialists’ project. This is how a new 6-cylinder engine was born, created by a racing driver. On November 3, 1911, the Chevrolet brand began operations and soon became a major competitor for the Ford Motor Company.
Meaning and History
The history of the creation of the famous logo is shrouded in many legends and stories. The Chevrolet Story says that Durant while traveling in Paris, saw a drawing of infinity on hotel wallpaper. Inspired by this idea, he created a world-famous logo. Durant’s daughter said in her book that her father drew the logo during their dinner together, “somewhere between a soup and fried chicken.” The founder’s wife states that Durant was inspired by a newspaper ad for the Coalettes during their vacation. Another version says that the emblem is a tribute to Louis Chevrolet, who was born in Switzerland. The symbol of the rider’s homeland, the cross on the flag, visually intertwines with the company logo. The most interesting thing is that it is still unknown what the logo means and which of the origin stories is real.
1911 – 1914
The Chevrolet brand logo has gone through many changes. The company’s first emblem has nothing to do with the famous cross or, as it is also called, a bow tie. The first logo was created by the founder of the brand, William Durant. He wrote the name of the company himself, underlining it with a line. The emblem is made in black in bold type. It was used for the first car in the C series, the Classic Six, built with Louis Chevrolet.
1914 – 1934
1914 – the beginning of the history of the bow tie. The logo is associated with a cross, plus, or even an infinity sign. The main color of the emblem is light blue. The company name is in white and bold. The text is positioned horizontally in the middle of the cross. Above and below, the brand name is underlined with white lines. The bow tie, text, and lines are framed with a gold outline that adds a bulging and three-dimensional effect. Also, inside the cross, you can see the inner border of the solid white line. The logo was created to honor the Chevrolet brand’s release: the H and L series models. The emblem has not changed for 20 years and added sophistication and uniqueness to the brand.
1934 – 1940
The year 1934 came, and the Chevrolet company decided to change the style radically. The light blue hue disappears, and black comes in its place. The text becomes wider, but the color remains the same – white. The company also kept the white lines and inner trim, but now without the gold trim. The bulge effect was created using additional outer lines. The font became more modern, and this design was perfect for printing in black and white newspapers. The logo is associated with courage and determination.
1940 – 1945
Along with the striking logo, Chevrolet used another emblem that was radically different from the previous one. The brand removed the famous cross and left only the name of the company. The font changed completely, just as the color went black, and there were serifs on the edges of each letter that betrayed sophistication. Big V stood out from the rest.
1940 – 1950
After six years of using the monochrome logo, the creators returned to the color version. The logo color, blue, has become more saturated. The font remains the same as on the previous emblem. The inner white border disappears, but the gold border returns, though only from the outside. The logo loses its volume and is displayed in 2D format. The logo was brighter to attract a younger audience.
1950 – 1964
Chevrolet decided to change the main colors of the logo and replaced the blue with a rich red. But the beloved cross returned, which acquired a white color. The text is bold again with serifs and an additional detail – red italics. The emblem background is an oval with a gray “highlight” that looks like a shadow, which added volume to the figure. The redesign of the logo most likely symbolized the company’s rapid growth and high level of productivity.
1964 – 1976
In the 1960s, a new style emerged in the United States – minimalism. Modern trends at that time also influenced the company’s logo. Chevrolet removed the bright colors, leaving only a white cross and black italic text. The font has become bolder and more modern, and the spacing between letters has decreased. A thin black line frames the logo. The emblem has lost its bulk.
1976 – 1988
Chevrolet produced 2.8 million Chevette cars between 1976 and 1988, which became the best-selling cars in 1979-1980. Along with unprecedented success, the company changed its logo again, returning to a blue gradient color. The text has changed completely: from the font to the size of the letters. A white line and a gray shadow appeared, which added volume to the figure.
1988 – 2002
A minimum of details and more color – this is how the logo of a company of that period can be described. Since 1988, the company’s name has been moved beyond the bow tie, and the brand has never returned to the previous versions. The color of the cross is white with a deep blue border, and the text is reddish. The company’s name is larger than the famous bow tie.
1994 – 2001
During this period, the company produced a new generation of Chevrolet Lumina. This also influenced the brand’s logo. The emblem has become brighter and more chrome. The name of the company was added – “Genuine Chevrolet.” The color of the cross consisted of blue, black, and white strokes. The framing added volume and shine.
2001 – 2002
The logo that was used for only one year was different from all the previous ones. There was no company name on the emblem, only the famous cross. The framing of the logo was filled with red color with overflow, which added volume. The emblem looks modern and fresh.
2002 – 2010
Since 2002, the history of the most recognizable golden butterfly began. The emblem symbolized the strength and power of the company and also emphasized honorary status. The logo is bright, golden in color with a matte finish, without a company name. The frame of the emblem is gray chrome, which emphasized the volume of the badge.
2010 – 2013
In 2011, the company celebrated its 100th anniversary, and the logo perfectly reflects all the brand’s greatness. The concept remains the same as in previous years, but some details have changed. The company name is back, and the bezels are a bit wider. Black color and bold font were used for the text; all letters are spelled out separately. A small checkered pattern can be seen inside the cross against a gold background.
2013 – present
The modern logo is still gold with a silver border, with no additional patterns inside the cross. If you look closely, you will notice that the emblem appears to be tilted. The cross is divided into two parts: a brighter glossy and a less saturated matte one. A new gray font is used for the company name. Some letters are a continuation of each other. It is this logo that the company still uses today.
Font and Colors of the Emblem
The bow tie logo is undoubtedly part of the great history of automotive production. The modern emblem is a kind of tribute to William Durant. Playing with textures and colors demonstrates the company’s openness to experimentation and new ideas. The logo of the company emphasizes its greatness, ideology, and confidence.
The colors used for the logo are a combination of gold and silver. It is complemented by matte and glossy textures that add style and features. The text has taken on a dark gray, graphite color.
The font used to write the company’s name is quite unusual and sets Chevrolet apart from other brands. The text is in bold; all letters are capitalized. Some of them, in particular E, smoothly transitions into V and T. The distance between the letters is small, as in the previous company logo.