We first heard it as a rumor from an Autonews report last July that Cadillac was contemplating the first major change to its badge in more than a decade discarding the laurel wreaths from the crest, and a month later, we saw the first live example of the new logo on the Elmiraj Concept coupe (pictured above).
Now, spy photographer Chris Doane tells us via a social media posting that, "I have seen the ATS Coupe...and yes, the wreath is gone!" If you need further proof, Cadillac has also changed its profile logo on Facebook with a 1960's badge, and has also been reporting on the history of their logo.
The move shouldn't come to much of a surprise for anyone following Cadillac throughout its history as the emblem has gone through a multitude of changes – there are close to 40 different iterations. The reason why Cadillac discarded the wreath from the crest is that many potential customers found it to be old-fashion and not in line with the brand's more high-tech and modern image.
The new ATS Coupe with the redesign emblem will make its world premiere at the 2014 Detroit motor Show on Monday.