CADILLAC HOPES TO RIDE CREST OF REDESIGNED LOGO.Byline: Justin Hyde Associated Press Associated Press: see news agency. Associated Press (AP) Cooperative news agency, the oldest and largest in the U.S. and long the largest in the world. For the first time in 36 years, Cadillac is modifying its familiar wreath-and-crest logo in another step to shake its stodgy stodg·y adj. stodg·i·er, stodg·i·est 1. a. Dull, unimaginative, and commonplace. b. Prim or pompous; stuffy: image. While the changes to the historic emblem are small, Cadillac's leader says they show how committed the automaker is to luring younger buyers into its showrooms. ``The new wreath and crest depicts a forward-looking and youthful image while maintaining distinctiveness and a sense of prestige,'' John F. Smith, Cadillac general manager, said in a statement Friday. The logo's changes include eliminating the six birds, called merlettes, in the crest, as well as the crown, or coronet coronet (kôr'ənĕt`, kŏr'ə–), head attire of a noble of high rank, worn on state occasions. It is inferior to the crown. British peers wear their coronets at the coronation of their sovereign. , on top. The wreath surrounding the crest also is being streamlined. The result is a design that evokes paintings by Piet Mondrian, the Dutch abstract painter who used blocks of primary colors those developed from the solar beam by the prism, viz., red, orange, yellow, green, blue, indigo, and violet, which are reduced by some authors to three, - red, green, and violet-blue. These three are sometimes called fundamental colors. See under Color. See also: Color Primary . It's also meant to evoke the ``art and science'' styling theme from the edgy Evoq roadster concept car on display at this year's major auto shows An auto show, or motor show, is a public exhibition of current automobile models, debuts, concept cars, or out-of-production classics. It is commonly attended by automobile manufacturers. Most auto shows occur once or twice a year. . The logo won't appear on passenger cars from the luxury division of General Motors Corp. until 2001. But it has already shown up on one Cadillac - the company's entry in this year's Le Mans 24 Hours race, its first in half a century. The new logo will also be used in some advertising later this year. Cadillac's recent efforts to woo young drivers have been less than successful. Sales of the imported Catera entry-level sedan Sedan (sədäN`), town (1990 pop. 22,407), Ardennes dept., NE France, on the Meuse River. A noted textile center since the 16th cent., Sedan also has metal and brewing industries. The town became part of French crown lands in 1642. have been a disappointment, while demand for the larger Seville, redesigned for the '98 model year, was down 23 percent in the first half of this year. CAPTION(S): 2 Photos Photo: (1--2--Color) The Cadillac logo, as it's been for 36 years, is shown on the left, with the redesigned version on right. |
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