Caddy lego a U.S. icon

From pase 25

ent Cadillac products under license.
including handbags. purses. wallets
and other leather accessories.

Here in North America, sou'll
find Cadillac-authorized collector
cars, sweaters, jitckets. silk ties and
even golf carts.

The Cadillac Fleetwood golf cart
is produced by Elmco Ine. of
Cooksville. Hlinois, which is target-
ing the unique
product to

Cadillac's L905 model A.

A mere (wo years after tts trade-
mark registration, Cadillac revised
its logo to include the phrase.
“Standard of the World.” to com
memorate the receipt of a presti-
gious award: Ue Dewar Trophy of
Britain's Royal Automobile Club.

“Standard of the World” became
Cadillac's alltime favorite advertis-
ing theme for vears to came.

In FOUS, Cadillae added leat

clusters to its
crest to cele-

golfers who are
foval to their
Cadillae aute-
mobiles,

So when did
the name
Cadillac and its
well-recognized
Wreath and
Crest first
appear in North
America?

Cadillac
Motor Coinpany
was first estab-
lished in 1902 — the same year that
Detroit celebrated its bicentennial.
The company adopted the name
Cadillac from French explorer Le
Sieur Antoine de la Mothe Cadillac,
who founded Detroit in 1701.

Cadillac's Wreath and Crest
embiem, which was officially regis-
tered in August of 1906. was based
on the coat of arms of the French
explorer. The logo first appeared on

“JaNLORMOTIVE”

brate the first
production of
V8 engines,
which subse-
quently became
the most impor-
tant powertrain
for ils curs.

After the
First World
War, Cadillac
took advantage
of the increased
growul in auto-
mobile produc-
tion and cleaned up its crest. The
new crest was stil surrounded by a
wreath, but lost the clumsy looking
leaf clusters — this 1920 version of
the logo most closely resembles
today’s version.

Cadillac changed the design
again in 1927, 1938, and 1957,
dropping the wreath and adding
such things as wings and a V-
shaped element to the design.

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In $963, Cuditae decided once
and forall te go back to its original
design and to suck with the wreath-
around-crest design, All Cadillacs
since then use this emblem, display -
ing it sobly on their hoods, fenders
and interior trims.

Cadiflite is obs iously very proud
of ils heritage and image — which.
by the way. is enjoying excellent
reputation these days — and will
probably not change tts logo again
unless something drastic takes place
in the automotive industry.

And as long as the Caditfac
Licensing Prograny is in place,

Cadillac owners can drive in peace
knowing that Cadilhie’s 92: years of
history won't be tarnished by some
shady businessmun selling cheap
imitations of Caditlac goods.

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