GM contains multitudes: Buick, Cadillac, Chevrolet, GMC, Hummer, Saab and Saturn here in the states (and Pontiac until recently; Hummer and Saturn are next to go).

GM is probably about to declare bankruptcy, so I thought I’d take a quick look at their lousy branding.

Established way back in 1908, GM was always more of a manufacturing umbrella than a vehicle make itself — a step removed from the actual cars people were driving. Once they’d hit their stride and built up a stable of cars, they were all about putting out different brands for different classes and demographics, which they did well for many years. They claimed the “world’s largest automaker” title for 77 years (until 2008, when Toyota finally beat ‘em).

Some variation of “GM in a box” has been the main logo since the 1920s, with some font changes along the way. The most recent version is pretty plain and serif-less, although kinda blinged out with that sassy reflection. Meh.

Goodwrench is GM’s national repair service, debuting in 1977 (originally “Mr. Goodwrench”). This sub-brand has gone through some changes. I’m partial to the scripty original logo, as well as the current homoerotic treatment.

Apple would probably be in the right if they complained about the main “G” device looking like QuickTime’s upended brother:

GM has had lots of other little sub-brands and offshoots (they even owned Frigidaire for a while). Everything looked better before the late seventies:

Check the new 2.0-ish clean air/alternative fuel logos. These actually aren’t bad looking, with the exception of the “H-with-an-X-in-it” hybrid badge. I could see any of these on the chest of a super-hero:

GM has occasionally put their own brand on cars, most notably the EV1 (the car from “who killed the electric car?“):

They’ve also used a GM mark to debut concept cars (although the GM Sequel concept vehicle behind these badges has since become the Chevrolet Sequel concept vehicle).

Here’s the front of a bus from back in the day:

General Motors has most recently been slapping a small silver embossed GM badge on both sides of every vehicle they make (from Hummers to lowly Chevy Aveos):

They did something similar back in the late sixties, with a blue GM “Mark of Excellence” decal on the driver side. This has mostly been met with confusion. Check out the vitriol this guy gets for complaining.

Finally, here’s a little collection of GM’s ugliest designs. Enjoy!