Citroën is at the moment revealing a contemporary corporate brand identity and logo, signaling a daring, thrilling and dynamic new period for the 103-year-old brand is underway because it accelerates its mission to make electrical mobility accessible to all and extends its core DNA for affordability, audacity and buyer wellbeing.
The new look reinterprets the unique logo first adopted by founder André Citroën, impressed by the success of his first metalworking firm producing chevron-shaped ’herringbone’ gear methods. The acquainted and technical “deux chevrons” reference has remained on the coronary heart of Citroën’s identity ever since.
The elegant new emblem signposts the brand’s transition and evolution, and will debut on the finish of September on a major conceptual Citroën household car. Versions of it’s going to then progressively improve future Citroën manufacturing and idea autos from mid-2023 on. The distinguished, enhanced vertical oval will introduce a brand new path in design language by which the visually distinguished badge will develop into an instantly recognizable signature component of all Citroën fashions.
Complementing the brand new logo is a contemporary corporate brand identity programme and the looks of a brand new brand signature, which guarantees “Nothing Moves Us Like Citroën”.
Citroën CEO Vincent Cobée says: “As we embark on probably the most exciting chapter in our illustrious 103-year history, the time is right for Citroën 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 Citroën.”
New however acquainted corporate brand identity
Central to the brand new brand identity is the evolution of Citroën’s world-famous “deux chevrons” image – the tenth vital revamp of the Citroën logo because the formation of the corporate in 1919 – and options wider and extra distinguished chevrons contrasted and surrounded by a softer vertical oval body.
Significantly, the extra distinguished, enhanced vertical oval will provoke a brand new path in product design language by which the visually distinguished badge will develop into an instantly recognizable signature component of all Citroën fashions.
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 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.”
Supporting the brand new vertical oval logo is a contemporary and complete corporate identity programme which acts as an extra and well timed indication of how Citroën is accelerating its dedication of constructing electrical mobility accessible to all whereas sustaining and extending its core DNA for accessibility, audacity and buyer wellbeing.
A key goal was to embody parts impressed by extra intimate non-automotive manufacturers, together with cosmetics and attire, to convey a hotter expression of the brand that’s straightforward on the eyes when skilled in several settings. For instance, the brand new identity has been thoughtfully crafted with a pure and simplified person interface, offering prospects with an enhanced sense of serenity for his or her whole digital journey with Citroën, from lounge to showroom.
Particular care has been given to the design to making sure the digital expertise meets the expectations of latest prospects for ergonomics and aesthetics – together with offering a ‘dark mode’ choice – and totally meets the exacting wants and necessities for on-line gross sales.
In addition, a brand new animatic language is beneath improvement to combine the brand new identity in all digital touchpoints, each contained in the car by way of HMI screens and exterior within the My Citroën App, offering prospects with an enriched and coherent Citroën expertise.
The new identity may also lengthen past the digital setting and use of the brand new logo on and in autos to embrace all parts of the corporate’s corporate identity, from merchandising and documentation to dealership and corporate constructing signage. Efficient new signage will likely be lighter and vitality saving, in addition to chrome free to extend recyclability.
The comfy and acquainted “La Maison Citroën” retail inside idea may also proceed to be enhanced because it has proved to be in style with prospects since its introduction a number of years in the past.
A contemporary, simplified color palette and new lettering developed from Citroën’s present proprietary fonts will complement the logo and additional improve the brand new brand identity.
While white and chilly gray present a foundation of serenity and easiness, two signature colors will likely be launched as contrasting punctuations to be utilized in particulars and particular areas.
Inspired by an essential legacy color for Citroën which has been used on iconic vehicles all through the corporate’s historical past together with the 2CV and the DS, the calming Monte Carlo Blue will likely be making a welcome return to the automotive portfolio within the close to future, in addition to that includes in particulars of the brand identity palette for corporate and retail functions.
Additionally, a extra energetic and distinctive Infra-Red will substitute the at the moment used purple so as to add steadiness and dynamic distinction in bodily, print and digital functions.
The new brand signature – “Nothing Moves Us Like Citroën” – will begin for use selectively in corporate and product communications and actions.
Evolution and Revolution
Citroën’s evolutionary new brand logo and corporate identity mix with the “Nothing Moves Us Like Citroën” signature to spotlight the approaching revolution within the brand’s method to future accessible mobility options and its dedication to stress-free buyer companies.
The first bodily proof of this will likely be explored in a major conceptual household car, which can carry the brand new identity and be revealed by Citroën on the finish of September.
Laurent Barria Head of Citroën Marketing and Communication says: “By embracing our roots and reinterpreting our identity in a contemporary method, we’re sending a transparent message to everybody that whereas we’re staying true to our brand DNA, issues are altering dramatically at Citroën.
We proceed to have a look at issues in a different way in our mission to create daring options that make electrical mobility extra accessible, and we’re decided to show to our prospects and to ourselves that no one and nothing strikes us like Citroën as we lengthen the emotional wellbeing we expertise contained in the automotive to exterior of the automotive by way of your entire partnership journey they take with us.
It requires revolutionary considering in every part we do, from the progressive autos we create to the inclusive, accountable companies we offer, and it requires us to precise and stand by our distinctive method. That is strictly what we’re promising to do at the moment.”
Developed by the Citroën design staff, the brand new Citroën identity has benefited from the experience of Stellantis Design Studio, the worldwide brand design company of Stellantis devoted to inside and exterior shoppers.
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Posted by Citroën SA on Quickpic News
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