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Chevrolet logo celebrates 100th anniversary

22nd Jul 2013 7:10 pm

Origins of 'bowtie' logo still unknown, despite 215 million Chevrolet cars wearing it over 100 years

Over 215 million cars have worn Chevrolet's 'bowtie' logo since 1913, but its origins are still unknown.

 

The badge was first seen in 1913 when Chevrolet co-founder William C Durant put the first badge on H-2 Royal Mail and H-4 Baby Grand models. 

The origins of the badge are still unknown, however. One theory suggests Durant was inspired by the wallpaper of a Parisian hotel he was staying in, while another says he was inspired by an advert for the Southern Compressed Coal Company while on holiday in Atlanta. The advert, for 'Coalettes' - a refined fuel for fires - featured a logo on a slanted bowtie.

Durant's daughter, Margery, holds yet another theory. In her 1929 book 'My father', she says Durant would often sketch ideas and designs at the dinner table. She said: "I think it was between the soup and the fried chicken one night that he sketched out the design that is used on the Chevrolet car to this day."

The first instance of the logo used in print came on October 2 1913, when the first advert for Chevrolet appeared in The Washington Post. The advert featured the slanted bowtie design with the words 'Look for this nameplate' printed above.

Of the 215 million cars worldwide to wear the badge, it is believed that upwards of 60 million are still on the road.

Copyright (c) Autocar UK. All rights reserved.


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