Ahead of General Motors’ emergence from bankruptcy protection on July 10, media sources suggested the automaker was thinking of changing the background color of its iconic corporate logo from blue to green. The change would have been an effort to show the public GM is leaner, more focused on fuel efficiency, and better able to make quick decisions 1.

So is Green the New Blue for GM?

According to GM’s CEO Fritz Henderson, there is actually no plan to change the logo 2. But it might not have been a bad idea.

When painting brands with color, it is

vital to know different colors’ psychological implications. In GM’s case, having green in its visual identity could be associated with novelty, youthfulness, safety, and fuel efficiency. The company needs both consumers and investors to believe the new GM has these characteristics. On the other hand, blue may stand for wisdom, reason, and fidelity, attributes which are also favorable but somewhat associated with the “old” GM before its decline. Regardless of whether GM changes their visual identity, their logo will not be seen on the cars they manufacture and sell. Rather, it is the brands that they still own, such as Buick, Cadillac, Chevrolet, and GMC, that their consumers will interact with.

 Now more than ever, it is essential that GM fulfill their brand promise to their stakeholders. Perhaps a rejuvenated visual identity would have signaled a break from the past and commitment to a bright future for the company and its brands, a future where GM sees the color black on its financial statements instead of red. But for now, the GM logo will stay blue.

1 http://www.msnbc.msn.com/id/31805852/ns/business-autos/

2 http://money.cnn.com/2009/07/10/news/companies/new_gm_logo/index.htm