GM updates its logo for 5th time in history for huge electric transition campaign

GM updates its logo for 5th time in history for huge electric trans...

Seth Weintraub - Jan. 8th 2021 12:03 pm ET

GM’s ‘Everyone In’ EV marketing campaign

GM is starting a huge campaign this week in the US and will be rolling out in phases globally to highlight the automaker’s move to electrification. The campaign was done by McCann as well as the logo and type, which was developed in-house. It’s a big change and will envelop all of its products, including its legacy ICE vehicles.

GM says that its new “Everybody In” campaign sets “an optimistic and inclusive tone for the company’s EV future and focuses on three themes”:

  • Exciting a new generation of buyers and accelerating EV adoption;
  • Demonstrating GM’s EV leadership, which includes the investment of $27 billion in EV and AV products through 2025 and the launches of 30 new EVs globally by the end of 2025; and
  • Highlighting the range, performance, and flexibility of the Ultium platform.

Deborah Wahl, GM global chief marketing officer, is leading the “charge”:

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. Unlike ever before, we have the solutions, capability, technology, and scale to put everyone in an EV. Our new brand identity and campaign are designed to reflect this.

GM Influence

GM has brought in Malcolm Gladwell, author of Tipping Point, to highlight the sea change that lies ahead in the industry. From the book:

The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate. This widely acclaimed bestseller, in which Malcolm Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas.

Gladwell will have a conversation with GM president Mark Reuss at CES next week, which should be interesting. The prolific writer was last seen endorsing EV-less Lexus all the way back in April so his affinity with GM EVs is recent.

Gladwell, along with Cody Rigsby of Peloton fame and Influencers like professional surfer and shark attack survivor Bethany Hamilton and gamer Erin A. Simon will also appear in GM advertising and

GM Logo

Here’s a look at the history of GM logos and to say that there have been 5 is a bit of a stretch. There are realistically 3 with 3 iterations of the previous one which ran from 1964 to today. So to say this is a big deal would be an understatement. This is a change to the GM logo that everyone knows.

Link to full article and image of the new GM logo.


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Surely... or "Shirley"... GM didn't use taxpayer COVID assistance  $$$ to come up with its new logo.  Absolutely awful, boring and sophomoric.  Sorry, my comment is not energy related.... and neither is the new GM logo.  Thanks for posting anyway.

However... nice CES promo.

The logo design, although emphasized in the article title, is not the significant part of the article in my opinion.  The commitment to 30 new EVs for the global market is a bold statement not only of corporate plans but on GM's take on where the automotive market will be in five years.  With battery costs closing in on the $100 per kWh milestone, EVs will be cost competitive with all classes of ICE vehicles by 2025. If not before.  

Introducing BrightDrop, an Electrified and Connected Delivery Ecosystem by GM

  • Jan 12, 2021

GM shares hit record high as automaker reveals electric van and delves into flying cars

Published Tue, Jan 12 2021   Michael Wayland@MikeWayland


Key Points

  • The Detroit automaker’s stock was up by as much as 8.8% to $48.95 a share as of Tuesday morning, leading to a roughly $70 billion market cap.
  • The EV600 electric van is scheduled to go on sale later this year through a new commercial business unit of GM’s called BrightDrop.
  • The potential foray into “personal air mobility” was announced as part of Cadillac’s portfolio of luxury and EV vehicles.

All well and good but to paraphrase Elon Musk - the electric grid will not handle it.

As an electrical engineer I try to verify thing like this.  Turns out he is correct.  Currently gasoline produces more energy than the electrical grid and renewals are only a fraction of that.  Roof top solar panels and micro-grids will not make up the difference.  See below for details. Sources are included.

Gasoline consumed in the US in 2019 ( - 142.71 billion gallons
KWH in a gallon of gasoline (EPA formula) 33.7 KWH
KWH produced by gasoline (4,809 billion KWH)

Total electricity production in the US in 2019 ( - 4,127 billion KWH
Percentage of renewable electricity produced in US in 2019 ( -
KWH produced by Renewals (742.8 billion KWH)
Growth rate share of renewables ( -18% in 2019 rising to 21% in 2021

1. Assume that electric car is twice as efficient as a gasoline car
4,809 billion KWH/2 = 2,404 billion KWH

2. Renewable energy will need to grow by 324% just to power cars
3. The power grid will have to double in capacity
4. This does not include diesel - another 47.2 billion gallons
40.7 KWH/gal or 1,921 billion KWH

From what I have read to date concerning the infrastructure policy of the incoming administration, expansion and modernization of the grid is a key component.  We can certainly revisit when the details are made known.

Here is what is known regarding 2021.  I tend to not look out further than one year because the pipeline of proposed renewable energy generated electric capacity is quite crowded and not all projects have reached FID status.  Suffice it to say that year on year new renewable projects will continue to increase in number and total gigawatts.

US renewable energy installation set to grow in 2021

- Solar energy will account for the largest share of new capacity at 39%, followed by wind at 31%


Developers and power plant owners plan to start commercial operations of 39.7 gigawatts (GW) of new electricity generating capacity in 2021, the US Energy Information Administration’s (EIA) latest inventory of electricity generators announced Monday.

According to the announcement, solar energy will account for the largest share of new capacity at 39%, followed by wind at 31%.

Solar is expected to contribute largely in 2021 with a record-breaking 15.4GW of utility-scale solar capacity additions set for grid connection.

This new capacity will surpass last year’s nearly 12 GW increase, based on reported additions through October with 6 GW and scheduled additions for the last two months of 2020 at 5.7 GW.

"About 3% of the new capacity will come from the new nuclear reactor at the Vogtle power plant in Georgia," the EIA said.

Another 12.2 GW of wind capacity is scheduled to come online in 2021.

"Last year, 21 GW of wind came online, based on reported additions through October (6.0 GW) and planned additions in November and December (14.9 GW). Texas and Oklahoma account for more than half of the 2021 wind capacity additions," the statement read.

The largest wind project coming online in 2021 will be the 999-megawatt (MW) Traverse wind farm in Oklahoma.

In addition to wind and solar installations, the EIA expects the capacity of utility-scale battery storage to more than quadruple, as the addition of 4.3 GW of battery power is to come online by the end of 2021.

The rapid growth of wind and solar and renewables, in general, is a major driver in the expansion of battery capacity because battery storage systems are increasingly paired with renewables.

"The world's largest solar-powered battery (409 MW) is under construction at the Manatee Solar Energy Center in Florida; the battery is scheduled to be operational by late 2021," the administration said.


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