General Motors Logo
The General Motors logo uses 1 primary color. Its dominant color is Armour Wash (#000000, closest Pantone Black 6 C). General Motors operates in the Automotive Industry industry.
- Color family
- black
- Industry
- Automotive Industry
- Brand popularity
- Top 1% of indexed brands
- Website
- gm.com
Design analysis
The General Motors mark is a wordmark set in a custom geometric sans-serif typeface, rendered entirely in lowercase. The letters 'g' and 'm' share a consistent stroke weight and rounded terminals, creating a unified, approachable rhythm. A single continuous underline begins under the 'g' and extends past the 'm', curling upward at the terminus to suggest an electrical socket — a deliberate nod to the company's electric-vehicle pivot. The composition is horizontally oriented, locked to a fixed aspect ratio, and relies on precise optical spacing rather than a bounding box. At small sizes the underline curl remains legible down to roughly 12 mm width; below that the detail fills in, so the brand provides a simplified alternate without the curl for favicon and app-icon use. The lowercase styling breaks from the uppercase heritage of the historic 'Mark of Excellence' badge, signaling a cultural shift from institutional authority to consumer accessibility while retaining the two-letter mnemonic that has anchored GM identity since 1964.
Logo colors, measured
Colors extracted from the logo image itself (background removed), with share of the mark each color covers.
Click a chip to copy its hex code.
The measured black (#000000) reflects the monochrome reproduction of a mark whose primary brand palette is a proprietary gradient blue (approximately #0066CC to #003399). Black serves as the universal fallback for single-color printing, embossing, and high-contrast digital contexts. In the automotive sector, blue conveys technology, trust, and electrification — differentiating GM from the red of Ferrari, the silver of Mercedes, and the black-heavy luxury tier. The monochrome version preserves equity without chromatic distraction.
Variations & downloads
Color variants generated from the vector source — free to download for identification, editorial and research use.
Visually similar logos
Nearest neighbors in visual embedding space — marks that share shape and structure with the General Motors logo, regardless of color or industry.
Brand web palette
Colors General Motors uses across its website — the broader brand system around the logo.
About General Motors
General Motors (GM) is an American multinational corporation headquartered in Detroit, Michigan. Founded by William C. Durant in 1908, GM has grown to become one of the world's largest automobile manufacturers. Initially, GM held several smaller automobile companies, such as Buick and Oldsmobile. The company gained further prominence with the acquisition of Cadillac in 1909 and in subsequent years expanded its reach globally. Over the years, GM has diversified its portfolio and introduced various brands including Chevrolet, GMC, and Pontiac. GM's headquarters, known as the Renaissance Center, is located in downtown Detroit. The iconic complex consists of seven interconnected skyscrapers and spans over five million square feet. GM offers a wide range of products and services, spanning from cars, trucks, and SUVs to electric and autonomous vehicles. Their vehicles are known for their quality, performance, and innovative features. The company continues to invest in research and development to improve efficiency, safety, and sustainability. On a global scale, GM has a significant presence with operations in more than 100 countries. The company has various noteworthy subsidiaries, including Cadillac, Chevrolet, Buick, and GMC. It also has joint ventures and partnerships with companies such as SAIC-GM in China, GM Korea, and GM Financial. In terms of market position, GM is one of the leading automotive manufacturers globally. It consistently ranks among the top-selling automobile brands worldwide. Despite facing fierce competition from companies like Toyota, Volkswagen, and Ford, GM maintains a strong market share in various regions. Over the years, GM has achieved several milestones. In 2010, the company went through a major restructuring following a government bailout and bankruptcy. This period marked a significant change in GM's strategy, focusing on efficiency, innovation, and sustainability. The company has also made strategic moves towards electric vehicles, includ
Questions about the General Motors logo
When did General Motors introduce the current lowercase logo?
GM unveiled the lowercase 'gm' wordmark with the curling underline in January 2021, replacing the uppercase 'Mark of Excellence' square badge that had been used since 1964. The redesign coincided with the company's 'Everybody In' EV campaign.
Why does the underline curl upward at the end?
The curled terminus is designed to resemble an electrical outlet or charging connector, visually reinforcing GM's strategic commitment to an all-electric future. It also creates a unique graphic hook that distinguishes the mark from other two-letter corporate wordmarks.
What color is the General Motors logo?
The dominant color of the General Motors logo is Armour Wash (hex #000000). The closest Pantone match is Black 6 C.
How many colors does the General Motors logo have?
The General Motors logo uses 1 primary color: #000000.
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The General Motors logo is a trademark of its owner, shown here for identification and design research. Color data is measured from the public mark by LogoLabs; analysis is editorial commentary. No affiliation or endorsement is implied.