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Click above to view the Vauxhall badge in hi-res

Who wouldn't want to drive a car with a griffin on the grille? Well, apparently British motorists, because despite having arguably the coolest badge in the business, Vauxhall doesn't retain the best brand image in the UK market. General Motors' British subsidiary is trying its darnedest to update its profile, however, and to that end has launched a refreshed version of its stoic badge.

Vauxhall unveiled the new logo today, describing it as "more dynamic and contemporary" than its predecessor, but to our eyes looks unfortunately less griffin-y. The new badge is expected to make its first appearance on the new Insignia scheduled to be unveiled at the London show in July, around the same time that it will be hoisted above Griffin House, Vauxhall's corporate headquarters in Bedfordshire. Follow the jump for the full press release, and click on the two thumbnails below to view the new logo in high-resolution and an evolutionary timeline of the Vauxhall badge dating back to the 1920s.

[Source: Vauxhall]



Long established as the face of the marque, Vauxhall's Griffin will be given a new look for 2008. The new incarnation follows the rapid progress Vauxhall has made in vehicle design and overall brand perception in recent years, underpinned by the success of both Astra and Corsa models.

Displaying a more dynamic and contemporary look, the new Griffin will make its first appearance on the new Insignia, which will debut at the British International Motor Show in July. It will then appear progressively on every all-new Vauxhall launched in the future.

Bill Parfitt, Vauxhall's Managing Director, said that the new-look Griffin represented far more than just a badge re-design: "While the new-look Griffin pays homage to our 100 year-plus manufacturing heritage in the UK, it also encapsulates Vauxhall's fresh design philosophy, first showcased in the current Astra, and set to continue with Insignia.

"This recent evolution of the brand has resulted in Vauxhall's incredible sales success over the last three years. Its retail share in the UK has increased significantly, while the manufacturing plants in Luton and Ellesmere Port produced in excess of 220,000 vehicles, with 59 per cent going for export, and the remainder making an important contribution to domestic sales."

First public airing of the new Griffin will be later this summer, on Vauxhall's Griffin House HQ in Luton. Retailers' corporate identity will begin the change of the new Griffin in August 2008.

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    • 1 Second Ago
      • 7 Years Ago
      Stunning! For all the folks that value symmetry and simplicity, this badge is not for you.
      • 7 Years Ago
      Looks like GM is trying to move Vauxhall upmarket since Chevrolet is having some respectable sales at the low end of the Euro market.
      • 7 Years Ago
      I think it looks badass.
      • 7 Years Ago
      I guess the Griffin is probably too much like the old Pug lion on the outgoing logo but I do like it better. Has more character. I'd do a badge swap if I got a new one.

      I can't help but think that the new logo really looks more like the Holden lion. Are they attempting some more brand synergy considering Vauxhall's hero car is a Holden?

      • 7 Years Ago
      I've gotta say, I like 'em all.
      • 7 Years Ago
      When will a car company offer a non-hybrid vehicle with an extended middle finger as the badge?
      • 7 Years Ago
      The 70's logo looks the best, but if they could tweak it into a circular form. The new logo is like the current Starbucks logo. Is it even related to the original and can we even tell what it is? For all you know this thing is regular bird or eagle or something and the flag is pedestrian. Like some pee wee soccer league flag.
      • 7 Years Ago
      That's probably the lamest of all of its logos, but as far as a badge for a car it's probably the best. I'm glad that they haven't given up on the griffin and changed it to some meaningless symbol inside oval like EVERY OTHER BRAND (the oval part, not the ditching of the griffin).
      • 7 Years Ago
      Sorry, that was to psarhjinian
      • 7 Years Ago
      Not bad, but nothing beats Saab's badge
        • 7 Years Ago
        Well, from '84-'00 at least
      • 7 Years Ago
      Eh, the current logo is better; to make a car company's image better would mean make better cars and having the right PR.
      • 7 Years Ago
      I am in no way annoyed, marginalized or frustrated by psarhjinian's comments. I do not feel in any way that thinking nationalism of a brand is one thing and nationalism in general is something completely different. I really do not think that psarhjinian has overlooked the picture.
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