The Buick brand began in 1900. In Detroit, Michigan, USA, Scotsman David Dunbar Buick and his chief engineer Walter L. Marr left the marine and agricultural machinery repair shop where they lived together day and night, and began to build the first experimental car (horse-drawn carriages were the main means of transportation at that time) . In 1903, they established the Buick Motor Company. One year later, car production officially started, and the first batch of 37 cars went on sale.

Buick's famous "Three Shields" logo is based on a circle containing three shields. Its origin can be directly traced back to the family crest of the Scotsman David Dunbar-Buick, the founder of the automobile manufacturing industry.

As a survey conducted in the 1890s by the Scotch Company, a company engaged in corporate image research, showed that its role as a symbolic pattern is of great importance. In research on company trademarks, it was found that a company's trademark can have a positive or negative impact on customers. The survey further shows that among many automobile manufacturers, the "three shields" logo of GM Buick products has won 50% of favors, which is an eye-catching proportion.

The development of the Buick logo into the familiar "three shields" style has gone through nearly half a century of evolution. In the mid-1930s, in the Detroit Public Library, General Motors style researcher LaFombre discovered the family emblem of the Scottish Buick family in "The Lost Family Coat of Arms" written in 1851.

The Buick family emblem is a red shield-shaped logo with a silver and blue Go checker strip pattern running from the upper left corner to the lower right corner. There is a deer head with antlers on the upper right corner of the shield. There is a golden cross on the lower right corner of the shield. There is a round hole in the middle of the cross. The color of the hole is consistent with the color of the red shield.

The first time Buick used the Buick family crest as a decoration was on the new model in 1937. This decorative logo is very close to the one described in "The Lost Family Emblem". In 1939 the logo was modified (became longer and wider). In 1942, the shield logo was once again changed to a typical family crest pattern, but on this basis Buick made some changes. Soon after, Buick entered into the production of military supplies for World War I.

In 1949 the logo was widened and a hood and grille style were added, but the basic elements of its original style were retained.

In 1957, the Buick "Eagle" logo appeared as part of the "Eagle" model. It received such a good response that by 1976, an eagle resting on the Buick logo appeared on all cars. The image of the eagle became a household name, and even appeared in TV commercials with an eagle named "Happy" of a red-tailed hawk perched on the hood ornament of a Buick. But in the 1980s, Buick's leadership decided to re-emphasize the "three shields" logo, so the Buick "eagle" logo withdrew from the stage of history.

In 1959, the Buick logo underwent a major reform. The original one shield logo was replaced by three shields. These three shields represented Buick's three models, namely LeSabre, Invicta, and Electra. The three shields logo still uses the original style and color. The biggest difference is that the three shields are stacked on top of each other, and their colors are red, white (later changed to silver gray) and blue.

Today's "Three Shields" logo has been modified in some details. The deer head and cross-shaped patterns have disappeared, but the styles of the three shields of red, silver gray and blue are not much different from the original ones. , the striped pattern of the Go grid is still used today.

The logo of the Buick family, just like its name, will always commemorate David Dunbar-Buick, who single-handedly created Buick and ushered in the world's largest automobile manufacturer-- The birth of General Motors.

In 1940, a journalist wrote: Buick was the first truly successful car brand. It led to the advancement of the entire automotive engineering level and became a model for other car companies to follow.