Citroen unveils new retro logo for electric era
It’s past forward for Citroen as it reinterprets original 1919 oval; new logo to debut on concept car in end-September
Citroën today revealed a fresh corporate brand identity and logo which, while harking to the French carmaker’s past also ushers in a new chapter that focuses on electric mobility.
The new look reinterprets the original logo first adopted by founder Andre Citroen, inspired by the success of his first metalworking company producing chevron-shaped ’herringbone’ gear systems. The familiar and technical ‘deux chevrons’ reference has remained at the heart of Citroen's identity ever since the formation of the company in 1919.
The prominent, enhanced vertical oval will debut at the end of September on a concept Citroen family vehicle. It is understood that the Citroen C3 EV global debut will be on September 29.
Versions of the new logo will then progressively enhance future Citroen production and concept vehicles from mid-2023 on. 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 Citroen’.
The prominent, enhanced vertical oval will debut on a concept Citroen car later this month.
Citroen CEO Vincent Cobee said: “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. 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.”
Corporate identity redesigned for an era of EVs
Supporting the new vertical oval logo is a fresh and comprehensive corporate identity programme which acts as a further and timely indication of how Citroen is accelerating its commitment of making electric mobility accessible to all while maintaining and extending its core DNA for accessibility, audacity and customer wellbeing.
Particular care has been given to the design to ensuring the digital experience meets the expectations of new customers for ergonomics and aesthetics – including providing a ‘dark mode’ option – and fully meets the exacting needs and requirements for online sales.
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 Citroen App, providing customers with an enriched and coherent Citroen experience.
The new identity will also 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 dealership and corporate building signage. Efficient new signage will be lighter and energy saving, as well as chrome free to increase recyclability.
The comfortable and familiar ‘La Maison Citroen’ retail interior concept will also continue to be enhanced as it has proved to be popular with customers since its introduction several years ago.
Developed by the Citroen design team, the new Citroen identity has benefited from the expertise of Stellantis Design Studio, the global brand design agency of Stellantis dedicated to internal and external clients.
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