Iconic American car maker Cadillac – once the self-proclaimed 'standard of the world' – is reportedly planning to overhaul the design of its company emblem for the first time in over a decade by removing the laurel wreath surrounding the marque's crest.

Industry journal Automotive News reports that Cadillac is likely to unveil the new logo on a concept car at next month's Pebble Beach Concours d'Elegance in California.

Caddy

The plans were reportedly prompted by feedback from potential customers, whose negative reactions to the existing, wreath-laden emblem led Cadillac to believe the wreath was seen as “outdated and obsolete”.

Were Cadillac to formally remove the wreath, the move would not affect production cars until at least 2015.

Cadillac’s emblem has been altered almost 40 times throughout its 111-year history, and many of these changes have involved the wreath coming and going. Its most recent redesign happened in 1999, when the car maker introduced its aggressive ‘Art and Science’ design language.

Meanwhile, Cadillac's General Motors stablemate, Chevrolet, has emblem news of its own, with the brand celebrating the 100th anniversary of its bowtie logo.

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The design originally debuted on the 1914 Chevrolet H-2 Royal Mail, and has since featured on some 215 million cars and trucks worldwide, including 2.5 million cars in the first half of this year.

Originally designed in 1928, GM's local subsidiary Holden has only seen its emblem change a few times, most recently in 1994.