Some automotive brands are pretty clear about how their corporate logos have come about. Ford, Chrysler, Volkswagen, Porsche and Ferrari all come to mind. One that's not well known, but also shrouded with a bit of mystery is the bowtie logo of GM's Chevrolet division. 
Several stories have emerged as to how the now famous logo originated. One from Billy Durant's daughter who says that it originated from her father's imagination one night at dinner. Another from Durant's widow saying that her husband found a similar logo while reading a newspaper while on vacation in 1912. Others say it is a stylized version of the Swiss flag cross as Louis Chevrolet was born in Sweeden.
The official origin from General Motors is that Billy Durant saw the logo as part of the pattern on some wallpaper in a Paris hotel that he would tear down and return to Detroit with in 1908. The earliest known use of the the bowtie logo dates to 1913. So who's to say which one is the true meaning behind the bowtie? Durant passed away in 1947, so the answer has certainly gone to the grave at this point. But there is no denying that it ended up being the right choice as now, 100 years later the Chevrolet brand is still in business making cars. 
Press Release:
DETROIT, Sept. 2, 2011 /PRNewswire/ -- Globally recognized today, the  Chevrolet bowtie logo was introduced by company co-founder William C.  Durant in late 1913. But how it came to be synonymous with the brand is  open to wide interpretation.		
		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.		
		In 1929, Durant's daughter, Margery, published a book entitled, My  Father. In it, she told how Durant sometimes doodled nameplate designs  on pieces of paper at the dinner table. "I think it was between the soup  and the fried chicken one night that he sketched out the design that is  used on the Chevrolet car to this day," she wrote.		
		More than half a century later, another Bowtie origin was recounted in  a 1986 issue of Chevrolet Pro Management Magazine based on a  13-year-old interview with Durant's widow, Catherine. She recalled how  she and her husband were on holiday in Hot Springs, Va., in 1912. While  reading a newspaper in 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 didn't clarify what the motif  was or how it was used.		
		That nugget of information inspired Ken Kaufmann, historian and editor  of The Chevrolet Review, to search out its validity. In a Nov. 12, 1911  edition of The Constitution newspaper, published in Atlanta, an  advertisement appeared from by the Southern Compressed Coal Company for  "Coalettes," a refined fuel product for fires. The Coalettes logo, as  published in the ad, had a slanted bowtie form, very similar to the  shape that would soon become the Chevrolet icon. Did Durant and his wife  see the same ad – or one similar – the following year a few states to  the north? The date of the paper was just nine days after the  incorporation of the Chevrolet Motor Co.		
		One other explanation attributes the design to a stylized version of  the cross of the Swiss flag. Louis Chevrolet was born in Switzerland at  La Chaux-de-Fonds, Canton of Neuchatel, to French parents, on Christmas  Day 1878.		
		Whichever origin is true, within a few years, the bowtie would emerge  as the definitive Chevrolet logo. An October 2, 1913 edition of The  Washington Post seems, so far, to be the earliest known example of the  symbol being used to advertise the brand. "Look for this nameplate" the  ad proclaims above the emblem. Customers the world over have been doing  so ever since.		
		Many variations in coloring and detail of the Chevrolet bowtie have  come and gone over the decades since its introduction in late 1913, but  the essential shape has never changed. In 2004, Chevrolet began to phase  in the gold bowtie that today serves as the brand identity for all of  its cars and trucks marketed globally. The move reinforced the strength  of what was already one of the most-recognized automotive emblems in the  world. More than 4.25 million Chevrolets were sold in more than 120  countries and regions during 2010.		
		About Chevrolet -- Founded in Detroit in 1911, Chevrolet celebrates  its centennial as a global automotive brand with annual sales of about  4.25 million vehicles in more than 120 countries. Chevrolet provides  consumers with fuel-efficient, safe and reliable vehicles that deliver  high quality, expressive design, spirited performance and value. The  Chevrolet portfolio includes iconic performance cars such as Corvette  and Camaro; dependable, long-lasting pickups and SUVs such as Silverado  and Suburban; and award-winning passenger cars and crossovers such as  Spark, Cruze, Malibu, Equinox and Traverse. Chevrolet also offers  "gas-friendly to gas-free" solutions including Cruze Eco and Volt. Cruze  Eco offers 42 mpg highway while Volt offers 35 miles of electric,  gasoline-free driving and an additional 344 miles of extended range.  Most new Chevrolet models offer OnStar safety, security and convenience  technologies including OnStar Hands-Free Calling, Automatic Crash  Response and Stolen Vehicle Slowdown. More information regarding  Chevrolet models can be found at www.chevrolet.com
Source: GM