Peugeot has unveiled a new logo featuring the familiar brand symbols of a coat of arms and lion’s head, replacing a design launched in 2010. The company says that having completely overhauled its vehicles over the last 10 years, it redesigned the logo to “keep pace with its products”.
According to Peugeot, the profile of the lion’s head has established itself as a “powerful indicator of feline grace and identity, conjuring up pride, strength and status, without aggressiveness”, while the shield is “a protective, timeless element, faithful to the history of the brand since 1810”.
The design also features new Peugeot lettering.
The company said the new identity asserts its positioning as an “innovative, high-end generalist brand”.
“With over two centuries of history, Peugeot is a pioneer of mobility and a legendary brand for automobiles and bicycles,” said Matthias Hossann, Peugeot Design Director. “This emblem and this new brand identity are a link between our history and our vision for the future. This logo has been conceived, designed and developed in-house with the same stringent requirements that we apply to every detail of our vehicles – the quality of materials, the quality of execution and the quality of the finish.”
To create the new logo, company designers from different areas of expertise – exterior style, colours, and materials – joined forces with Peugeot Design Lab studio teams.
“Peugeot is the only manufacturer to have developed its identity in-house,” said Arnault Gournac, Director of the Peugeot Design Lab studio. “The studio acts as a laboratory of ideas for Peugeot and the other Stellantis group brands in non-automotive territories.”
To support the new identity, Peugeot says it is launching a global branding campaign, its first such promotion in 10 years, while physical dealerships will be upgraded in line with the new identity.
The rebranding has also prompted a website revamp, with the company incorporating an “online dealership” featuring aspects customers would normally perform at the point of sale, including configuration, sale, contracts, financing and trade-in.