Inspired by wallpaper in a French hotel?
Durant’s version of how the logo came into existence is well-known. The long-accepted story, confirmed by Durant himself, was that it was inspired by the wallpaper design in a Parisian hotel.
According to The Chevrolet Story of 1961, an official company publication issued in celebration of Chevrolet’s 50th anniversary:
“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.”
However, conflicting accounts have emerged, each of which is plausible enough to deepen the mystery and suggest it may never be solved. Two of the alternate origins come from within the Durant family itself.