This November, the Chevy brand turns one-hundred. That gives the logo nearly a century of exposure.

This long heritage makes us think "Chevy" every time we see the bowtie and of the bowtie when we see the brand's name spelled out. That said, most people don't have any idea how the logo came to be. Given we're fast approaching Chevy's official b-day, we thought it'd be nice to offer a brief retrospective. What we've found is that there isn't one standard answer.

The most widely accepted answer is published in The Chevrolet Story. The historical account of the company attributes the conception of the logo to William Durant, Louis Chevrolet's cohort and co-founder of Chevrolet. The account tells of a visit to Paris. There, Durant was reportedly so taken by the print on the wallpaper in his hotel room that he took a swatch home to share with his colleagues.

Durant's own daughter, however, has a different take. She explains that her father used to spend countless time doodling at the kitchen table, scheming for a logo design. She alleges that the bowtie we see today was the one he and Louis Chevrolet felt best reflected the brand.

To complicate things even more, beyond even Durant's daughters account, are two other variations. The first is from Durant's widow, Catherine.

Catherine indicated her husband happened across the design in a newspaper in their hotel room in Hot Springs, Virginia. She did not, however, elaborate on the details of what he saw, giving the story in The Chevrolet Story slightly greater credibility.

The second, not surprisingly, involves Louis Chevrolet. As many know, Chevrolet was born in Switzerland to French parents. The assumption is that the bowtie is actually a skewed version of the cross in the Swiss flag.

Interesting stuff, right?  Felix Chevrolet, located at 3330 S Figueroa Street in Downtown Los Angeles, invites you to stay tuned and learn even more about Chevy's venerable heritage. And, next time, we promise to choose a subject with a more definitive answer.