The life and times of the Chevrolet logo

The team at Evans Halshaw have conducted this research into the Chevrolet logo and hope you enjoy reading about it!

What many people don't seem to realise is that Chevrolet is actually named after a real person, Louis Chevrolet from Switzerland. Mr. Chevrolet was one of the fastest drivers from the early 1900s
achieving a land-speed record of 111 mph. On the 3rd November 1911 Louis Chevrolet and Billy Durant partnered up to create the company, Chevrolet.

Unfortunately the partnership was not to last, breaking up in 1915. However, Chevrolet did have a lasting impact on the company and the brand. The name remained along with the
stylised Swiss cross logo which is often referred to as the Chevy Bowtie.

The logo has been featured on the hood of approximately 215 million Chevrolet cars worldwide over the last 100 years of which around 60 million are still on the road.

In 1912 Chevrolet introduced its first car, the Chevrolet Series C Classic Six and, in the first year, sold 2,999 cars. The ad campaign, first shown in 1913, became the platform for this iconic logo to build on.

The Chevrolet Bowtie was first featured on the Chevrolet H-2 Royal Mail model and the H-4 Baby Grand model in 1914. Over the years the Chevrolet Bowtie has taken many subtle changes finally ending up
on a gold and silver style logo with many gradients and effects to make it stand out in today's market.

In January 2011 Chevrolet was the top selling automotive brand in the United States after selling approximately one car once every seven seconds. If you lined up all of the Chevrolets bought in
2010 bumper-to-bumper, the line would stretch 12,909 miles which would stretch halfway around the world.

Chevrolet has taken the natural turn of branding and been given a nickname, Chevy, one that is recognisable worldwide. Everyone knows what a Chevy is. However, in 2010 General Motors,
Chevrolet's owner, tried to change the Chevy nickname. The company sent a memo out to the Chevrolet headquarters in Detroit instructing employees to only use Chevrolet when addressing the
brand in order to present a consistent brand message. A postscript pointed out that a sort of cuss jar, a plastic Chevy can has been introduced and employees were expected to put a quarter in it
every time they used Chevy instead of Chevrolet. The proceeds were then to be spent on a team building activity. However, this incentive saw many influential Chevy owners, racers and promoters
criticize the idea saying that it was counter intuitive.

There's many different theories behind where the logo came from, some say it is a homage to the Swiss cross, others say that it was inspired by a French hotel room wallpaper or a newspaper advertisement.
The logo was first envisaged and depicted by Durant supposedly while reading the newspaper in a French hotel. He told his wife at the time, Catherine Durant, that: "I think this would be a very good emblem
for the Chevrolet." However, she did not question the origin.

Here is the evolution of the Chevrolet Bowtie logo from 1911-2011: