Buick's logo journey began with its establishment in 1903, featuring an intricate and ornate emblem. This initial design showcased the brand's name enclosed in a circular frame, reflecting the craftsmanship and artistic sensibilities of the time. Buick's early emblem was a testament to the era's attention to detail, hinting at the luxury and elegance the brand would come to represent.

In 1905, the Buick logo was redesigned in order to make it more modern and professional, resulting in a classic and elegant circular logo with the brand's name in silver inside and the automaker's name written above the black and silver rounded edges. The circle is adorned with small motifs, as well as lines extending from the four sides of the silver frame.

In 1911, the Buick logo was a simple "Buick" with a stylised "B" embedded in the letter "uick", redesigned to introduce a cool, modern badge. The redesign introduces a cool and modern emblem across the radiator grille in honour of the company's founder, David Dumbach Buick. The enlarged stylised letter "B" is the centrepiece, with "uick" written across its inner bar. The entire logo is made of cold silver-coloured metal, which looked sharp and unusual for the time.

By the 1930s, the Buick logo was again a uniform and bright version, based on the old Buick family crest, using a rectangular outline with a pointed bottom, red in colour throughout, separated in the middle by a thick diagonal line in a blue-and-white checkerboard pattern and drawn on each side of the Golden Deer and Golden Crown.

In 1947, Buick simplified the badge emblem and the shield became the sole element of the new emblem, the entire red base became lighter and looked like a coral colour, the emblem was placed on the bonnet of the car and featured an elongated silver outline and horizontal straight lines for all elements. The sides were still adorned with the same elements, looking more distinct and modern.

In 1960, Buick's logo began as a prototype for a triangular shield, a crest replaced by three thin, vertically extending shields in red, white and blue, the logos became larger and more prominent, adding a touch of artistry and overlapping each other slightly.

During the 1975-1990 period, the Buick logo underwent two more changes that were different from the previous ones; the logo changed from an eagle circled in a silver circle to an eagle with the circle removed and wings spread out, and the entire base colour was changed to a large red colour and the huge BUICK logo was underneath, which was very eye-catching.

At the beginning of the 21st century, Buick continued to adapt the logo to changing times. The Tri-Shield badge was reintroduced and improved, with smoother lines and a simplified design that emphasised a modern and upscale feel. These changes were consistent with Buick's commitment to evolving its image to meet the needs of today's consumers.

Buick's newest logo for 2018 retains the Triple Shield concept, but features a more minimalist and sophisticated design. The logo represents Buick's commitment to creating a modern, sophisticated brand image with global appeal. The three emblems now feature red, silver and blue colours for a cleaner, more contemporary look.

By 2022, the Buick logo had been improved upon, with the original 3D-looking tricolour shield becoming more two-dimensional, featuring different shades of silver, as well as the checkered diagonal lines of the earlier versions, and the logo was accompanied by the word "Buick", which stood out more prominently in black with capital lettering lines.