Holden Logo

Holden Brand History

Holden was founded in 1856 in Adelaide, South Australia as J. A. Holden & Co., initially operating as a saddlery business. The company moved into automotive repairs in 1898 and established Holden’s Motor Body Builders Ltd in 1919. Edward Holden played a key role in developing the automobile division.

General Motors acquired the company in 1931, after which it operated as General Motors-Holden’s Ltd. Subsequent name changes included Holden Ltd in 1998 and GM Holden Ltd in 2005. Manufacturing took place mainly in Elizabeth, South Australia and Fishermans Bend, Victoria, with headquarters located in Port Melbourne, Victoria. Production ceased in 2017 and the Holden marque was discontinued on 1 January 2021, replaced by GM Specialty Vehicles. Nearly 7.7 million vehicles were produced during its lifetime.

The brand developed a strong nationalist identity as one of Australia’s oldest automotive marques. Ownership evolved from the original family firm through the long GM-Holden period before the final transition.

Holden Logo Meaning

The Holden emblem is officially nicknamed the lion and the stone. The core symbol is a lion that represents power, courage, and majesty. According to the brand’s legend, the design depicts the invention of the wheel based on the observation of lions rolling stones.

Rayner Hoff designed the original emblem in 1928. The lion in profile with a stone or wheel has remained a consistent element across all major eras. This symbolism helped establish Holden’s distinct Australian automotive identity.

The lion and the stone forms the foundation of the Holden car logo and Holden symbol used for decades. Its meaning has been central to the brand’s visual heritage from the first logo creation through to the final version.

Holden Logo Evolution

1. 1928–1969
2. 1969–1994
3. 1994–2014
4. 2014–2016
5. 2016–2019
6. 2019–2021

1928–1969: Original Lion and Stone Emblem

The first Holden logo was created in 1928 for Holden's Motor Body Builders. This emblem featured a lion sitting with its paw resting on a rounded stone, enclosed in an ornate oval frame. A black arched HOLDEN wordmark in all capital letters appeared above the frame on a light background.

• Design: Lion in profile, stone representing a wheel
• Colors: Monochrome black on light background
• Changes: Established the enduring lion and stone motif
• Context: Tied directly to the 1919 establishment of Holden’s Motor Body Builders

1969–1994: Simplified Red Lion Design

A major redesign occurred in 1969 that removed the ornate framing and inscription. The lion and stone were refined while maintaining the core symbolism. This version used a bold red color on a white field.

• Design: Simplified lion and stone emblem
• Colors: Red on white background
• Changes: Elimination of oval frame and arched text
• Context: Created a cleaner emblem that remained in use on some materials for decades

1994–2014: Circular Red Emblem

The 1994 redesign introduced a circular format that became one of the most recognized versions of the Holden emblem. A white lion appeared on a red circular field, enclosed by a double white and red frame. The black HOLDEN wordmark used a modern sans-serif typeface with rounded angles beneath the circle.

• Design: White lion within circular frame
• Colors: Red, white, and black
• Changes: Introduction of circular layout and updated typography
• Context: Updated the brand identity during its mature period as a GM subsidiary

2014–2016: Three-Dimensional Redesign

A more dimensional approach arrived in 2014 with gradient shading. The design gained depth through gray and red tones while the lettering became more substantial. The slogan Let's Go There first appeared with this version.

• Design: Three-dimensional lion and stone with enhanced depth
• Colors: Gradient shades of gray and red
• Changes: Added volume and premium feel to the badge
• Context: Modern update during the later years of Australian manufacturing

2016–2019: Metallic Silver Version

The 2016 update shifted to a silver and black palette while retaining the 2014 contours. A three-dimensional metallic gray badge replaced the previous red background. The wordmark featured smoother lines with diagonal cuts on certain letters.

• Design: Metallic gradient lion emblem
• Colors: Silver, black, and metallic gray
• Changes: Lightened overall appearance and refined typography
• Context: Created a more elegant presentation ahead of the brand’s final years

2019–2021: Final Flat Design

The last evolution appeared in 2019 with a fully flat design. Contours from the previous version were kept but executed without gradients or shading. The lion on a white field in solid black conveyed strength until the marque's discontinuation.

• Design: Flat lion and stone silhouette
• Colors: Black on white background
• Changes: Complete shift to minimalist two-dimensional style
• Context: Final emblem used before the Holden brand ended in 2021

Holden Legacy and Brand Closure

The consistent use of the lion motif across ninety-three years reinforced the brand’s heritage despite multiple ownership changes. Logo updates often aligned with key company milestones, including the original design following the 1919 formation of Holden’s Motor Body Builders and later versions reflecting the end of local manufacturing in 2017. The Holden badge maintained its symbolic meaning from the wheel legend through every redesign.

After the marque was retired in 2021, GM Specialty Vehicles continued in its place. The Holden logo history remains an important record of Australian automotive identity, with the lion and stone continuing to represent the brand’s contribution to the industry.