The Chevrolet Bowtie - History

The Chevrolet Bowtie has been one of the World’s most recognized trademarks since 1913, when William C. Durant first introduced the symbol that represents Chevrolet’s 

winning success! 

We have all heard the legend how Durant copied the bowtie design from the wallpaper in a Paris Hotel. The 50 Year Anniversary issue of The Chevrolet Story, printed in 1961, and reprinted in part in the October 1986 G&D, told the story this way: 

This was also the year (1913) that the famous Chevrolet trademark was first used on the cars. The distinctive trademark has appeared billions of times on products, advertisings and sales literature as the mark of dependability, economy and quality in motor transportation. It originated 

in Durant's imagination when, as a world traveler in 1908, he saw the pattern marching off into infinity as a design on wallpaper in a French hotel. He tore off a piece of the wallpaper and kept it to show friends 

with the thought that it would make a good nameplate for a car.

BETWEEN SOUP & CHICKEN 

Margery Durant in her book. My Father, wrote in 1929 her version of how her father designed the Chevrolet Bowtie: “As in the case of the Buick, my father drew name-plates 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.

WIFE HAS THE LAST WORD 

A story in Chevrolet Pro Management Magazine, October 1986, which was copied in the May 1987 G&D, told that W.C. Durant did not copy the design from the wallpaper in a French hotel room, and that according to Mrs. Durant, the bowtie emblem was first seen by her husband in an illustrated Virginia newspaper, while they were vacationing in Hot Springs, Virginia around 1912. Mrs. Durant was quoted as recalling, “We were in a suite reading the papers, and he saw this design and said, ‘I think this would be a very good emblem for the Chevrolet’ ” She did not explain how the newspaper used the emblem. 

The 75 th Anniversary issue of The Chevrolet Story, 1986, gave both bowtie story versions with the comment that Billy Durant, himself, confirmed the Paris hotel story, which was later refuted by his wife with the Sunday newspaper in Virginia story. Chevrolet Media Productions then wrapped things up by writting: “Whatever the source,the Bowtie proved to be a recognizable winner, and is still the marque of today’s Chevrolet.” 

The source of Mrs. Durant’s account is Lawrence R Gustin, who interviewed Catherine Durant for his book, Billy Durant. Creator of General Motors, 1973, and recorded her story of the bowtie in this book.

COALETTES BOWTIE