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The Chevrolet bowtie brand was launched by company co-founder William C. Durant in late 1913. According to an official company publication titled The Chevrolet Story of 1961, the logo originated in Durant’s creativeness when, as a world traveler in 1908, he noticed the sample marching off into infinity as a design on wallpaper in a French lodge. He tore off a piece of the wallpaper and stored it to level out associates, with the thought that it will make a great nameplate for a car. However, in an interview with Durant’s widow, Catherine, printed in a 1986 issue of Chevrolet Pro Management Magazine, Catherine recalled how she and her husband had been on holiday in Hot Springs, Virginia, in 1912. While reading a newspaper of their hotel room, Durant spotted a design and exclaimed, “I think this would be a very good emblem for the Chevrolet.” Unfortunately, at the time, Mrs. Durant did not clarify what the motif was or how it was used. Ken Kaufmann, historian and editor of The Chevrolet Review, discovered in a November 12, 1911, version of the Atlanta Constitution newspaper, an commercial from the Southern Compressed Coal Company for “Coalettes”, a refined gas product for fires.

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