Citroën franchisees across the UK will be preparing to implement a new brand identity for the French carmaker after the unveiling of a redesigned version of its iconic ‘deux chevrons’ logo.
The Stellantis-owned carmaker released a series of images detailing elements of the new corporate identity (CI) this morning (September 27), revealed that the changes mark a tenth evolution of its logo in 103 years.
Its new CI will debut on a new concept car at the end of September, before being introduced on new products and concepts from mid-2023, Citroën said.
No specific details were given about the expected schedule for its roll-out across digital, dealership and corporate environments.
Citroën’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 Citroën’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.”
Citroën’s new brand designs follow a trend for 2D logos already adopted by a number of brands, including BMW, Lexus, Toyota, Vauxhall and Volkswagen.
Many claim that the flat imagery is better suited to an age of digital retail.
Citroën’s sister brand, Peugeot, unveiled its new CI back in February last year as it made a bid to move “upmarket”.
Accompanying Citroën’s fresh CI is a new brand signature – “Nothing Moves Us Like Citroën” – which, the brand said, will start to be used in corporate and product communications and activities.
It said: “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.
Citroën UK managing director Eurig Druce spelled out the brand’s three-year, mid-term Citroën Advance UK strategy in a brand profile feature with AM.
Car retailers in the network were encouraged to set aside their competitive instincts to help drive the brand forward as a team in his interview.
Recent developments within the brand have seen the introduction of “Fair Pricing” and the electrification of its range, including all MPVs and the introduction of the zero-emissions Ami quadricycle.
Commenting Citroën’s new brand identity, chief executive Vincent Cobée said the time was right for a new logo as the carmaker embarked on “probably the most exciting chapter in our illustrious 103-year history”.
He added: “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 Citroën.”