Citroën on Tuesday unveiled a fresh corporate brand identity and logo which the French automaker believes is a ‘bold, exciting and dynamic new era for the 103-year-old brand’.
The new emblem will debut at the end of this month on a ‘significant conceptual’ Citroën family vehicle. Versions of it will then progressively enhance future Citroën production and concept vehicles from mid-2023 onwards, says a press release.
The new look reinterprets the original logo first adopted by founder André Citroën, inspired by the success of his first metalworking company producing chevron-shaped ’herringbone’ gear systems.
The prominent, enhanced vertical oval will introduce a new direction in design language in which the visually prominent badge will become an immediately recognisable signature element of all Citroën models.
Complementing the new logo is a fresh corporate brand identity programme and the appearance of a new brand signature, which promises ‘Nothing Moves Us Like Citroën’. It will act as a further and timely indication of how Citroën is accelerating its commitment of making electric mobility accessible to all.
Citroën CEO Vincent Cobée said in the release: “Our new identity is an elegant symbol of progress. Our legacy of inspiring consumers with daring and revolutionary vehicles is energising us to adopt a different, more inclusive approach to future family mobility.”
Central to the new brand identity is the evolution of Citroën’s world-famous “deux chevrons” symbol - the tenth significant revamp of the Citroën logo since the formation of the company in 1919 – and features wider and more prominent chevrons contrasted and surrounded by a softer vertical oval frame.
The more prominent, enhanced vertical oval will initiate a new direction in product design language in which the visually prominent badge will become an immediately recognisable signature element of all Citroën models.
Citroën’s Global Brand Designer Alexandre Revert says: “As we look to clarify our future focus, it was logical for us to close the loop by coming back graphically to André Citroën’s first logo. Progressively moving to a more prominent and visible brand signature for our future designs is a significant if subtle evolution.”
Particular care has been given to the design to ensure that the digital experience meets the expectations of new customers for ergonomics and aesthetics. In addition, a new animatic language is under development to integrate the new identity in all digital touchpoints, both inside the vehicle through HMI screens and outside in the My Citroën App.
The comfortable and familiar “La Maison Citroën” retail interior concept will also continue to be enhanced as it has proved to be popular with customers since its introduction several years ago.
Laurent Barria Head of Citroën Marketing and Communication says: “We continue to look at things differently in our mission to create daring solutions that make electric mobility more accessible. We are determined to prove that nobody and nothing moves us like Citroën.”
It will be interesting to see how this messaging of the new brand works in India where Citroën has on offer the C5 Aircross SUV and the recently launched C3 in the mass market category with an electric sibling tipped to follow. The French automaker has already reiterated that India is a critical market which can also service other regions like ASEAN.
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