Vauxhall will change its corporate identity this summer when the old griffin badge will be superseded by a new roundel which will appear first on the company’s Vectra replacement, the Insignia.
The new logo is a modernised version of the griffin badge that was last updated in 2003.
Designers have zoomed in on the animal’s torso, cropping out its feet and lower body to create a more dynamic mascot.
Fleet marketing manager Paul Adler said: “The new Insignia will look so different from the Vectra – and there are so many other new products coming – that the new Vauxhall badge seems very appropriate. It’s an indication of a new start for us.”
The latest emblem will be rolled out gradually on all brand communications, from dealership signage to corporate letterheads.
The first building to be rebranded will, appropriately enough, be Griffin House, Vauxhall’s UK headquarters in Luton.
Later this month, Vauxhall will whisk the covers off the Insignia range, the first car to get the new badge.
It represents a major shift in Vauxhall styling, headed by the new badge sitting in a redesigned grille.
It does away with the V-shape that currently distinguishes Vauxhalls from their European mainland Opel brethren.
“The reason for the change is to define the new-found confidence we feel the brand is now showing,” said GM’s European design boss Mark Adams.