"The name recalls the Cadillac V from the division's glory days in the '50s and is now intended to imply velocity"
"The new V-Series logo both harkens back to Cadillac's rich heritage as a pioneer in high-performance "V" engine technology and also conveys the dynamic posture that will characterize the V-Series models. The new V-shaped logo for V-Series models employs the same colors - black against gold, red, silver and blue, on a platinum background - as the Cadillac division's redesigned "Wreath & Crest" logo.
"While its colors are meant to depict the 'luxury' side of Cadillac, its vertical orientation and its forward-leaning angle to the right are both meant to depict motion and performance," said Kip Wasenko, design director, GM Performance Division, who oversaw the design of the V-Series logo. "This new V-Series logo draws on the proud technological heritage of Cadillac's past emblems, but renders that heritage in a thoroughly modern and sophisticated way."
The use of the "V" designation in Cadillac sales literature dates to the beginning of the brand. V-shaped emblems started to appear on radiator grilles, trunk lids and hub caps in the 1930s, and following World War II, Cadillac's divisional emblem evolved into the well-known "V-and-crest" design which lasted, in one form or another, into the 1960s."