Citroën has recently unveiled a fresh visual identity to mark an important moment in the company’s 103 year history and signal a coming revolution in the brand’s approach to future accessible mobility solutions and its commitment to customer satisfaction.
Not only that, but the French make is also debuting a new logo, a reinterpretation of the original one first adopted by founder André Citroën. 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 Citroën’s identity ever since.
This new identity is defined by a new brand signature that reads “Nothing Moves Us Like Citroën”. The company’s 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.”
The prominent vertical oval will introduce a new direction in design language in which the badge aims to become an immediately recognisable signature element of all Citroën models. The first physical evidence of this new identity was explored in a new concept recently showcased by the brand, the 4-seater Oli. Revealed late last September, it will carry the new identity as it is expected to roll out to all other models as they are revised.
Laurent Barria, the Head of Citroën Marketing and Communication, further defines this new approach: “By embracing our roots and reinterpreting our identity in a modern way, we are sending a clear message to everyone that while we’re staying true to our brand DNA, things are changing dramatically at Citroën. We continue to look at things differently in our mission to create daring solutions that make electric mobility more accessible, and we’re determined to prove to our customers and to ourselves that nobody and nothing moves us like Citroën as we extend the emotional wellbeing we experience inside the car to outside of the car through the entire partnership journey they take with us.”
The French brand is famous for introducing innovative models such as the Citroën DS through its journey, and Citroën want to not lose sight of that. Barria continues: “It requires revolutionary thinking in everything we do, from the innovative vehicles we create to the inclusive, responsible services we provide, and it requires us to express and stand by our unique approach. That is exactly what we are promising to do today.”
Developed by the Citroën design team, the new Citroën identity has benefited from the expertise of Stellantis Design Studio, the global brand design agency of Stellantis dedicated to internal and external clients.