Buick has filed a trademark software for a brand new brand, in accordance with paperwork first noticed by CarBuzz.

An software filed March 16, 2022, with the US Patent and Trademark Workplace (USPTO) exhibits a variation of the automaker’s conventional tri-shield brand, which dates again to 1959 and has been mildly up to date since then. The ring across the shields within the present brand is gone, and as a substitute of being organized at an angle, the shields are side-by-side. Buick could also be going for a extra streamlined look, much like Cadillac when it dropped the wreath from its brand in 2014.

The appliance goals to cowl “motor automobiles, specifically cars” and “digital key fobs for cars,” in addition to quite a few classes like mugs and clothes. If Buick actually is planning to alter its brand, one would count on the trademark to cowl any doable occasion the place the brand new brand may be used, in any case.

Buick hasn’t confirmed plans for a brand new brand, nonetheless. Automakers commonly bombard the USPTO with purposes, starting from automotive names to new tech options, that do not at all times get used on manufacturing automobiles.

Buick itself lately trademarked the Electra title, a basic title from its previous. Whereas the Electra title as utilized to a current idea automotive for China, the automaker has given no indication of future plans for a brand new Electra manufacturing mannequin.

The model is slated to launch a minimum of two electrical SUVs by 2023. One may have typical proportions, whereas the opposite may have a extra coupe-like profile, in accordance with a 2020 GM announcement. Will they sport a brand new brand once they debut, and can one be named Electra? It might appear to suit. Keep tuned.