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Vauxhall's new badge

Wed, 09 Apr 2008

By Tim Pollard

First Official Pictures

09 April 2008 00:00

Vauxhall has redesigned its griffin badge - and the new Insignia is the first car that will bear the new mascot. It's a typically modern rebranding:
the graphic designers have zoomed in on the upper torso of the griffin, giving it a sharper, modern look and the word Vauxhall is now incorporated in the badge.

The company's grille-wide V front end will be abandoned, the new grille preferring an Opel-style roundel, enlarged and sitting slap bang in the middle of the grille. It's not all change, however. The griffin still grasps hold of the V pendant.

New Vauxhall badge: the design rationale

GM's head of design in Europe, Mark Adams, says the rebranding is designed to echo the fresh direction of Vauxhall/Opel's cars. 'It reflects the new found confidence we feel the brand is showing... it hasn't changed much since the 1980s and 1990s and the actual emblem itself needed to change.'

There's the usual designerspeak too, of course. 'The rounded shape of the new badge reflects the sculptural artistry of our brand; the sharper, technical lines reflect our German precision.' Yes quite.

Click 'Next' to find out which cars will be getting the new Vauxhall badge first

By Tim Pollard