GMCopied

For more than 50 years GM's corporate mark was, as CNBC put it, "a white 'GM' underlined within a darker blue block."

On 8 January 2021, ahead of a virtual CES, GM announced its "Everybody In" campaign for electric vehicles and a "revitalized brand identity designed for a digital-first environment." The new logo "builds on a strong heritage while bringing a more modern and vibrant look to GM's familiar blue square."

GM said the gradient of "vibrant blue tones" evokes "the clean skies of a zero-emissions future and the energy of the Ultium platform," that "the rounded edges and lower-case font create a more modern, inclusive feel," and that the underline of the m "connects to the previous GM logos" while representing Ultium. "Within the negative space of the 'm' is a nod to the shape of an electrical plug." Engadget noted three colour versions: solid blue, solid black and a blue gradient.

The logo was drawn in house. "This was a project our team took so personally," said Sharon Gauci, executive director of Global Industrial Design. Chief marketing officer Deborah Wahl called it "the fifth time GM has changed its logo in its 115-year history and probably the most progressive thing that we've done since 1964."

The new identity also covers GM's technology brands, including Ultium, and the redesigned website went live on 11 January. Reaction on X was mixed: Clean Energy Canada flagged the "first major change since the 60's," while one user said GM "looks like they designed it during the dot com bubble."