Chevrolet’s Bowtie Celebrates 100th Anniversary

Chevrolet Bowtie LogoChevrolet’s legendary and iconic bowtie celebrated its 100th anniversary this year.

In 1913, Chevrolet co-founder William Durant introduced the signature Chevy bowtie on the 1914 Chevrolet H-2 Royal Mail and the H-4 Baby Grand, centered at the front of both models. But one question has bugged fans around the world since then – “What on earth is the inspiration behind the logo?

While the bowtie has been present for 100 years, the details surrounding its origin are still uncertain. Stories range from Durant being inspired by the wallpaper design in a Parisian hotel to a newspaper advertisement he saw while vacationing in Hot Springs, Va.  However, Durant’s widow and daughter have offered alternative explanations.

According to Margery Durant, in her 1929 book “My Father”, Durant sometimes drew nameplate designs on pieces of paper at the dinner table. “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,” she wrote.

But in a 1968 interview, Durant’s widow, Catherine, said the bowtie design originated from a Hot Springs vacation in 1912. While reading a newspaper in their hotel room, Durant spotted a design and exclaimed, “I think this would be a very good emblem for the Chevrolet.” Unfortunately, Mrs. Durant never clarified what the motif was or how it was used.

That little information inspired Ken Kaufmann, historian and editor of The Chevrolet Review, to search out its validity. In a Nov. 12, 1911 edition of The Constitution newspaper, published in Atlanta, an advertisement appeared from by the Southern Compressed Coal Company for “Coalettes,” a refined fuel product for fires. The Coalettes logo, as published in the ad, had a slanted bowtie form, very similar to the shape that would soon become the Chevrolet icon.

Did Durant and his wife see the same ad – or one similar – the following year a few states to the north? The date of the paper Kaufmann found was just nine days after the incorporation of the Chevrolet Motor Co. The first use of the bowtie by Chevrolet appeared in the Oct. 2, 1913 edition of The Washington Post with the words “Look for this nameplate” above the symbol.

Whatever you choose to believe is your decision.

Nonetheless, we can tell you proudly today that sixty million Chevrolets are on the roads worldwide today and the bowtie has adorned 215 million Chevrolets over the last century. A Chevrolet car, crossover or truck is sold every 6.39 seconds in one of 140 countries, and the brand set a sales record of 2.5 million in the first six months of the year. The bowtie’s centennial is marked by new entries, such as the Cruze Clean Turbo Diesel compact sedan in the U.S. and the Trax small SUV in 40 international markets.


Posted on by Chevrolet India in Featured, Newsfeed 2 Comments

2 Responses to Chevrolet’s Bowtie Celebrates 100th Anniversary

  1. samir Ahmed

    I am a owner of Chevrolet Beat Ls.Chevrolet is different from all the cars in the world.I drive many cars of my friends but i didn’t get the test which i feel in my beat Nd Chevy cars.Its really best.I love my car so much……..I love Chevrolet…….The name which can be trust……………

  2. amrit pradhan

    chevrolet is the best car company i have ever met
    i am so much satisfied that my whole family have 4 cherolet beats
    and my uncle is going to buy a brand new enjoy
    love u chevy and general motors


Reply to amrit pradhan