Chevrolet is one of the oldest automotive companies in the world. Their famous ‘bowtie’ logo has become an instantly recognisable brand logo and has now reached its 100th anniversary. To mark the occasion, Chevrolet looked back at the past, showcasing how far they have come since the very beginning and what they will continue to represent.
Since 1914, the bowtie has been placed on over 215 million Chevrolets, with as many as 60 million still on the roads today. According to company statistics, a crossover or truck is sold every 6.39 seconds in over 140 countries, making the bowtie one of the most globally recognised symbols.
The iconic logo was first seen when the Chevrolet co-founder William C. Durant imprinted it on to the 1914 Chevrolet H-2 Royal Mail and H-4 Baby Grand. However, details about what led to its creation are still shrouded in mystery. Historians have suggested a number of theories, one of which suggests Durant may have been inspired by a wallpaper design in a Parisian hotel.
Margery Durant (Daughter of William C. Durant) talked about the Chevrolet logo in the 1929 book My Father. She suggested that her father merely ‘doodled’ various nameplate designs on pieces of paper at the family dinner table. Margery wrote: “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.”
Furthermore, in 1968, Durant’s widow, Catherine, produced an alternative story. According to her, the bowtie design originated from a Hot Springs vacation that the founder took in 1912. She suggested that he spotted the design in a newspaper and exclaimed: “I think this would be a very good emblem for the Chevrolet.”
Whatever the story may be, Chevrolet Chief Marketing Officer Tim Mahoney said that: “The Chevrolet bowtie is recognised around the world and has become synonymous with American ingenuity. Whether you’re pulling thousands of pounds through rocky terrain in a Silverado pickup or commuting in a Spark, Chevrolet’s bowtie will always be at the very front of your travels.”