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.
On May 19, 1903, David Buick founded the American Buick Motor Company with the help of the Briscoe brothers, but the company soon ran into trouble. Later, with the funding of William Durant, the company began to prosper and created the performance of ranking first in the United States in annual automobile production. In 1908, General Motors Company of the United States was established with Buick Motor Company as the center. When General Motors expanded, Buick became GM's second-largest division. It will design and manufacture mid-range family cars. Buick's sales rank third among General Motors