The new logo is a stylised lion’s head, marking the first time since 1975 that the lion’s body has been removed. The past 46 years has shown a silver-coloured lion standing on its hind legs with forelegs raised.
The lion’s head image, similar to that used in the 1960s, is the 15th update of the lion avatar in the company’s 211-year history, and the first for the past 10 years.
Peugeot Design Lab came up with the new logo, which is similar to the 1960s shield with a lion’s head. The shield concept incorporating the brand name is also used by car-makers including Ferrari, Lamborghini and Porsche.
Peugeot will debut the logo on its new-model 308 due later this year, before rolling it out in dealership CI and spreading it to other new products, specifically its future electric vehicle range.
Peugeot said the brand will offer an electrified version of every model by 2025 and that the new logo would reflect the changing model line-up and a “new philosophy around living in the moment”.
The logo has been designed to be used across all physical locations and digital platforms.
Later this year Peugeot will also launch a lifestyle collection, which will feature clothes, leather goods, electronic accessories and stationery.
Peugeot is the latest car company to rebrand to reflect its manufacture of electric vehicles. Last year Nissan ditched the chrome Nissan badge and earlier this year GM changed its logo to reflect its drive towards an “all-electric future” by incorporating the shape of an electrical plug.
Kia Motors also unveiled an angular version of its logo that “resembles a handwritten signature” as part of its new focus on creating electric vehicles.
By Neil Dowling