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.

Related Gallerynew Vauxhall logo

[Source: Vauxhall]

PRESS RELEASE:

VAUXHALL'S GRIFFIN FLIES TO NEW HORIZON

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.