In the automotive landscape of 1917, the inaugural Lincoln logo made its debut—a rounded corner badge adorned with a captivating inscription. This emblem, marked by its distinctive design, became the sole representation of the Lincoln brand under the ownership of Henry Leland. Serving as a visual hallmark during this era, the logo encapsulated the essence of Lincoln's identity, embodying the brand's commitment to elegance and quality craftsmanship. It stood as a symbol of distinction, gracing every vehicle with a unique charm that resonated with the values upheld by Henry Leland. This early logo not only marked the genesis of Lincoln's visual legacy but also reflected the brand's unwavering dedication to making a bold and stylish statement in the world of luxury automobiles.

Following Lincoln's integration into the Ford family, a transformative redesign reshaped its visual identity. The emblem underwent notable alterations, including the incorporation of the words "Ford Detroit" onto the badge. This modification not only signified Lincoln's association with the esteemed Ford brand but also emphasized its roots in the vibrant automotive hub of Detroit. The badge itself underwent a structural metamorphosis, evolving into a diamond shape with rounded corners and a substantial border. This redesigned emblem served as a visual testament to Lincoln's renewed identity within the Ford legacy, combining elements of prestige and geographical pride. The diamond shape, with its refined corners and bold border, became an emblematic representation of Lincoln's commitment to distinctive design and its enduring connection to the rich automotive heritage of Detroit.

In 1939, Lincoln's logo underwent a transformative shift, adopting a circular design. Featuring a white cursive word mark and the distinguished coat of arms, this emblem became the exclusive visual identity for the next 15 years. The circular shape symbolized continuity and timeless elegance, reflecting Lincoln's commitment to refined aesthetics. During this period, the logo represented the brand's dedication to a harmonious fusion of sophistication and simplicity, setting the tone for Lincoln's enduring legacy in the automotive landscape.

From 1954 to 1964, Lincoln's logo remained circular in shape, representing the brand name succinctly in capital letters, and became richer and more distinctive in colour, a period that underscored Lincoln's commitment to contemporary design trends, while maintaining a focus on a clear and readable brand image. This shift reflected an era of modernity and innovation, in keeping with Lincoln's ongoing quest for automotive excellence and visual sophistication.

From 1964 to 1972, Lincoln's logo underwent a noteworthy evolution. The iconic Lincoln Star made its debut, representing a significant departure from previous designs. This stylized and elegant emblem, inspired by the Art Deco movement, became an enduring symbol of the brand's commitment to modernity and sophistication. The introduction of the Lincoln Star during this period marked a pivotal moment in Lincoln's visual identity, solidifying its status as a trailblazer in automotive design. The emblem not only reflected the spirit of the times but also laid the foundation for Lincoln's continued pursuit of timeless elegance and innovation in the luxury automobile landscape.

A notable evolution is underway in the brand's visual identity, with the incorporation of a distinctive wordmark and a refined logo. The all-capital "Lincoln" wordmark, presented in a sans-serif font with clean lines and generous spacing, adds a contemporary touch to the brand's aesthetic. Concurrently, the logo undergoes a transformation, embracing a more geometric and modern design. Its clear and confident shape ensures versatility, looking equally impressive in both monochrome and silver when adorning a car. Remarkably, this logo has stood the test of time for four decades, emerging as a powerful symbol of American strength and resilience, solidifying its status as an enduring icon within the automotive landscape.

In 2012, the legendary Lincoln logo underwent a redesign that ushered in a new era of elegance and modernity. The wordmark received a refined touch, achieving a harmonious balance through the use of thicker, shorter lines. Simultaneously, the star emblem underwent a transformation, now encapsulated within a frame with shortened lines, imbuing the logo with a graphic and contemporary aesthetic. This four-pointed star, symbolic of Lincoln's global influence and excellence in quality and design, serves as a representation of luxury and the esteemed status of the brand. Embodying a minimalist and clean design, the logo is not just visually appealing but also carries profound meaning, encapsulating the essence of a well-known and prestigious automotive brand.