Buick logo

Buick doubled down on the potency of its tri-shield logo by removing the brand name from all of its vehicles starting with model year 2019. The decision comes as the brand launches its more luxurious Avenir trim line and reshapes its identity away from one best known as being preferred by older drivers. And my brother. The logo is derived from the Scottish family crest that became the red, white and blue tri-shield launched in 1960 to create a “fresh modern look,” according to Buick archives. It was modernized again in 2001 with a see-through stainless steel shield.

A Buick automobile sits on display at the Chicago Auto Show Thursday, Feb. 8, 2018, in Chicago.

Charles Rex Arbogast/AP
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