Curbside Newsstand: GM Unveils New Logo and Marketing/Image Campaign – “Everybody In”, Into EVs, That Is

GM’s $27 billion EV fervor has reached an inflection point. Not in actual new products, which are still in the pipeline, but in a transformation of the company’s image, including a new logo and major image/marketing campaign, to warm up the public to what’s coming (autonomously) down the electric superhighway.

“There are moments in history when everything changes. Inflection points. We believe such a point is upon us for the mass adoption of electric vehicles,” Deborah Wahl, GM’s global chief marketing officer”

I guess it’s time to stop with all the “GM Mark of Excellence” digs, and start digging the new, new GM.


Here’s a taste of what’s coming to your tv or device. The campaign features Malcolm Gladwell, author of “The Tipping Point,” professional surfer and shark attack survivor Bethany Hamilton, fitness instructor Cody Rigsby and gamer Erin A. Simon. And the usual endless cutaways of regular folks like you and me in all sorts of idealized settings synchronized to the script. Just who did this kind of thing first? Sorry, but it’s getting a bit old. In fact, I’ve become very allergic to this kind of thing. But that’s just me…

“ ’Everybody In’ demonstrates our intent to lead, while inviting others — policymakers, partners, individuals — to play an active role in moving society forward, whether that’s helping to expand infrastructure, advocating for progress in their communities or simply taking an EV for a test drive to learn about the benefits of EV ownership,” Wahl said.

I rather liked this one from 1996 better, for GM’s first electric car, the EV1. Hard to believe that’s now 25 years ago. I’m probably on the spectrum, since I seem to like appliances coming to life better than actors mouthing… corporate propaganda.

Getting back to the present, GM says that the new logo is “vibrant blue to signify the clean skies of a zero-emissions future”. Naturally. And the “m” is underlined to create the shape of an electrical plug within the negative space. I thought it was to represent the Ultium battery pack underpinning all of the 30 some EVs that will be emitted from GM’s factories in the coming some years. But in that case, it should have been longer, underneath both letters.

The new logo is intended to be “less severe” than the current one. Lower case letters are “More approachable”.

“We felt a real need to show the world a different aspect of what the company is. The lower case was a key part of that”, Wahl said.

of course. upper case letters are so 20th century. soon nobody will use them anymore. very unapproachable.

so what ever happened to hydrogen? i thought that was going to be the future for gm.