General Motors’ OnStar Unveils New Brand Identity


General Motors’ OnStar announced a new brand identity that will showcase a modern, simpler design, and safety services being expanded to motorcycle riders.

OnStar Guardian for motorcycle riders will provide 24/access to Emergency Advisors and tailored Roadside Assistance. This service is available to all OnStar Guardian Members in the U.S. and Canada. For motorcycle riders, the app can:

  • Use smartphone sensors to detect when a Member is riding or driving and can determine when a change in acceleration occurs, signalling a crash.
  • Notify an OnStar Emergency Advisor, who can triage a situation, contact First Responders and provide medical assistance until help arrives.
  • Provide Roadside Assistance for Members who own motorcycles, including help when they need gas, a jump or a tow (additional charge).

“OnStar’s new identity and logo kicks off a new era for the brand and how we are innovating to make our promise of safety and security services available to more people,” said Jeff Massimilla, vice-president of OnStar Safety and Connectivity at GM. “These latest expansions, as well as our work with the public safety community to advance new technologies, illustrate how GM is delivering on its promise to becoming a software innovator and building on our subscription services expertise.”

In 2021, OnStar made the OnStar Guardian app available to anyone in the U.S and Canada with an eligible paid plan and a compatible smartphone. This means Members can take the promise and added protection of key OnStar safety services with them right on their smartphone. OnStar Guardian is available through the Apple App Store and Google Play.