The History & Evolution of the Chevrolet Logo

Few automotive emblems are as universally recognized as the Chevrolet bowtie logo, a symbol with a surprisingly mysterious history spanning over a century. And with a logo evolution underway, there’s no better time to explore how this iconic emblem came to be. Learn more about the Chevrolet logo with Heiser Chevrolet of West Allis before visiting our dealership near Milwaukee to find your next Chevy truck or SUV.

Origins of the Chevrolet Bowtie Logo

There are several conflicting stories about the origins of the Chevrolet logo. According to The Chevrolet Story (published in 1961), co-founder William C. Durant spotted the pattern repeating endlessly on wallpaper in a French hotel. Another theory points to the cross on the Swiss flag, a nod to co-founder Louis Chevrolet, who was born in Switzerland.

A 1986 issue of Chevrolet Pro Management Magazine offered a third account from Durant’s widow, Catherine. She recalled her husband spotting a design in a newspaper while on vacation and calling it a good emblem for Chevrolet. It was likely the slanted bowtie from an ad for Coalettes, a refined fuel product for fires. With so many conflicting theories and stories, Wauwatosa drivers may never know exactly how the Chevrolet logo came to be.

Evolution of the Chevrolet Logo

The bowtie shape has held steady for more than a century, but the logo for Chevrolet has seen plenty of refinements:

• Original Script Nameplate: From 1911 to 1914, the brand used a flowing script based on the signature of Louis Chevrolet.

• Chevrolet Bowtie Logo Appears: The bowtie debuted in late 1913 on 1914 models, with the word “Chevrolet” inside it. Variations of this design lasted into the 1980s with only minor changes, including a solid red oval around the emblem in the late 1950s.

• The Bowtie Gets a Modern Revamp: With the 1985 “Heartbeat of America” ad campaign, the bowtie began standing on its own. In 2004, Chevrolet began phasing in the gold bowtie, which still shines on many certified pre-owned Chevy models around New Berlin.

Recently, Chevrolet introduced a new monochrome logo appearing on the 2027 Sonic crossover, a model built for South American markets. This new Chevrolet bowtie is slightly wider and flatter, and it trades gold for a single-tone black finish. Chevrolet has confirmed the new badge will spread across the lineup, signaling a fresh look for the brand.

Heiser Chevrolet of West Allis: Your Destination for All Things Chevrolet

From the original script to the newest bowtie, the Chevrolet logo has always stood for vehicles built to get you where you’re going. To learn more about the Chevrolet brand or to start the search for your next Chevy, contact Heiser Chevrolet of West Allis. Our team will answer your questions and help you find a reliable truck or SUV for your trips around West Allis.