Citroen has revealed a new logo that reinterprets its original 1919 oval design, in a move it said signals the start of a “bold, exciting, and dynamic new era” for the 103-year-old brand as it accelerates electric mobility and extends its core DNA for “affordability, audacity, and customer wellbeing”.
According to Citroen, the new look reinterprets the original logo adopted by founder Andre Citroen, which was inspired by the success of his metalworking company that produced chevron-shaped ’herringbone’ gear systems. The familiar ‘deux chevrons’ has remained at the heart of Citroen’s identity ever since.
The emblem, which signals the brand’s transition and evolution, debuted on the Citroen Oli EV concept car at the end of September. The logo will then progressively feature on future Citroen production and concept vehicles from mid-2023.
“As we look to the future, it was logical for us to close the loop by coming back graphically to Andre Citroen’s first logo which represented the genuine promise of affordable and innovative mobility for all,” said Alexandre Revert, Citroen’s Global Brand Designer.
“Progressively moving to a more prominent and visible brand signature for our future designs is a significant, if subtle, evolution where the precision of the technical, functional chevrons are embraced by, and contrasted with, the warmth and almost human softness of the oval that surrounds them.”
Complementing the new logo is a fresh corporate brand identity programme and new brand signature – ‘Nothing Moves Us Like Citroen’ – which will be used in corporate and product communications and activities. Citroen said the new identity took inspiration from intimate non-automotive brands, including cosmetics and apparel, to convey a warmer expression of the brand that is easy on the eyes when experienced in different settings.
“Particular care has been given to the design to ensure the digital experience meets the expectations of new customers for ergonomics and aesthetics, including providing a ‘dark mode’ option, fully meeting the needs and requirements for online sales,” Citroen said.
In addition, a new ‘animatic language’ is under development to integrate the new identity in all digital touchpoints, inside the vehicle through HMI screens and outside in the My Citroen App, providing customers with an “enriched and coherent Citroen experience”.
The new identity will extend beyond the digital environment and use of the new logo on and in vehicles to embrace all elements of the company’s corporate identity, from merchandising and documentation to dealerships and corporate building signage.
The ‘La Maison Citroen’ retail interior concept will also be enhanced. A fresh, simplified colour palette and new lettering evolved from Citroen’s current fonts will complement the logo and further enhance the new brand identity.
Inspired by a legacy colour for Citroen which has been used on iconic cars throughout the company’s history, including 2CV and DS, the company says Monte Carlo Blue will return to the car portfolio soon, and feature in details of the brand identity palette for corporate and retail applications. A new and more distinctive Infra-Red will replace the current red to add balance and dynamic contrast in physical, print, and digital applications.
“As we embark on probably the most exciting chapter in our illustrious 103-year history, the time is right for Citroen to adopt a modern and contemporary new look,” said Citroen CEO Vincent Cobee. “Our new identity is an elegant symbol of progress as we move our customers physically in daring, forward-looking vehicles that challenge traditional industry rules, and emotionally by ensuring their entire experience, particularly going electric, is more affordable, comfortable, and enjoyable whatever their wants and needs.
“Our legacy of inspiring consumers with daring and revolutionary vehicles is energising us to adopt a different, more inclusive approach to future family mobility, and we firmly believe that customers past, present, and future will agree that nothing moves us like Citroen.”
Developed by Citroen’s design team, the company says the new identity has benefited from the expertise of Stellantis Design Studio, the global brand design agency of Stellantis dedicated to internal and external clients.