GM, the bankrupt brand

On Thursday came the news that the auditors have declared GM nearly bankrupt and possibly even to stop being an on-going concern.  In other words, liquidation is a possibility if the US government does not bail out the company.

The GM brand — if not the company — is already bankrupt.  

The final act that tarnished the GM brand beyond revival was the private jet flight to Washington DC in late 2008 when asking for the first government bailout.

Six or seven years ago GM underwent a logo facelift.

It was announced with great fanfare internally.  

Tens of millions of dollars were spent to put the new logo on building signage, on marketing materials, on corporate stationery and just about every other place.  It showed up in corporate advertising.

All of this spending for a brand which was not attached to a single vehicle.

Looking at the difference between the new GM logo and the old GM logo it becomes clear that the company missed an opportunity.

 

The "new" mark of excellence

 

 

 

 

 

The "old" mark of excellence

 

 

 

 

 

Will the REAL mark of excellence please stand up?

The redesign lacked audacity in everything except for the cost.  It is an example of where out-of-date brand positioning can lead to unimpressive design outcomes.  There was an opportunity to develop a strong visual metaphor that would replace the de-humanized General Motors logo of the past.  

Now it is too late.  It is time to put the GM logo out to pasture.  It is time for the company to make a bold fresh start.  It is time for The Chevrolet Company to take the corporate helm.  It is time to replace the faceless corporation with a brand that has a winning history, a brand whose race-car lore is 100 years long.

Perhaps Congress can add this as a condition for any new corporate bailout.  That would get my vote.