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A wider logo declares Cadillac is living large

10:43 AM, Aug 23, 2013   |    comments
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  • The new Cadillac emblem on the Cadillac Elmiraj concept (USA Today)
  • The current Cadillac emblem on the Cadillac Escalade (USA Today)
    

MONTEREY, Calif. -- As Cadillac's Elmiraj concept drove up the driveway here near Clint Eastwood's hilltop estate last week, the focus was on the car, not the details.

But a closer examination of the car's grille revealed what could be a big part of the brand's future -- a new emblem.

In Elmiraj, Cadillac ditched the laurels around the badge and significantly widened it. Asked about it, General Motors design executive Clay Dean didn't confirm nor deny that the new badge would stick around. He simply asked what attendees thought of it.

Makes sense. Cadillac has adjusted it's logo every which way over the years -- remember the ducks that used to be perched in it? -- and is not afraid to make big changes.

Besides, the wide, simple emblem fits the direction of Cadillac as Dean sees it. The brand, which "needs to stand for something," is best described as "large American luxury."

If you're going to live large, what not start with a big, wide logo that unmistakably says you've staked out your turf and you're here to stay?

(USA Today)

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