The company said that its new logo – to be shown on a concept car later this month before being applied to all new vehicles from mid-2023 – marks its next chapter in history.
The new logo ‘reinterprets’ the original 1919 oval and chevron design and is the 10th evolution in Citroen’s 103-year history. It will be used across digital, dealer and corporate environments.
The new identity was developed by Citroen’s design team which worked with the studio of its parent company, Stellantis.
“The new look reinterprets the original logo first adopted by founder André Citroen, inspired by the success of his first metalworking company producing chevron-shaped ‘herringbone’ gear systems,” Citroen said in a statement.
“The familiar ‘deux chevrons’ has remained at the heart of Citroen’s identity ever since.”
It said the new emblem signposts the brand’s transition and evolution and will debut at the end of September on a “significant” Citroen concept. It will then progressively feature on future Citroen production and concept vehicles from mid-2023.
Citroen’s global brand designer Alexandre Revert said: “As we look to the future, it was logical for us to close the loop by coming back graphically to André Citroen’s first logo which represented the genuine promise of affordable and innovative mobility for all.
“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.”
The logo will be launched along with a fresh corporate brand identity program and new brand signature – “Nothing Moves Us Like Citroen” – which will start to be used in corporate and product communications and activities.
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.”
Citroen said that the new identity “took inspiration from more 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.
“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.”
Beyond the face of each vehicle and the digital environment, the logo will be worn on all elements of the company’s corporate identity, from merchandising and documentation to dealerships and corporate building signage.
The comfortable and familiar “La Maison Citroen” retail interior concept will also continue to be enhanced with the brand adopting a fresh, simplified colour palette and new lettering evolved from Citroen’s current fonts to complement the logo and further enhance the new brand identity.
Citroen said that the logo will be joined by a taste from the past in retro paint colours.
This includes the Monte Carlo Blue colour that has been used on iconic cars throughout the company’s history including the 2CV and the DS.
There is also a more energetic and distinctive Infra-Red, replacing the currently used red to add balance and dynamic contrast in physical, print and digital applications.
By Neil Dowling
