CITROEN

Brand embarks on inclusive electric mobility, with a new look

Citroën is today unveiling a new brand identity and logo, signaling a bold, exciting and dynamic new era for the 103-year-old brand as it accelerates its mission to make electric mobility inclusive for all and extend its DNA to more accessibility, audacity and customer well-being.

The new look reinterprets the original logo first adopted by André Citroën, inspired by the success of his first metallurgical company producing chevron-shaped gear systems. The familiar and technical reference of 'Deux Chevrons' (Two Chevrons) has remained at the heart of Citroën's identity ever since.

The elegant new emblem signals the brand's transition and evolution, and will debut at the end of September in a Citroën family concept vehicle. Versions of it will then be progressively applied to the brand's next production and concept models from mid-2023 onwards. instantly recognizable signature of all Citroën models.

Complementing the new logo is a new corporate brand identity program and the emergence of a new brand signature, which promises: 'Nothing Moves Us Like Citroën'.

Citroën CEO Vincent Cobée says: “As we embark on probably the most exciting chapter of our illustrious 103-year history, the time is right for Citroën to embrace a new modern and contemporary look. Our new identity is an elegant symbol of progress as we move our customers physically in bold, forward-thinking vehicles that defy traditional industry rules, and emotionally, ensuring that their entire mobility experience - particularly electric - is more accessible, comfortable and pleasant whenever you want and need it. Our legacy of inspiring consumers with bold and revolutionary vehicles empowers us to take a different and more inclusive approach to family mobility, and we firmly believe that our past, present and future customers will agree that 'Nothing Moves Us Like Citroën'."

New yet familiar...The centerpiece for the new brand identity is the evolution of Citroën's world-famous 'Deux Chevrons' (Two Chevrons) symbol - the tenth significant revamp of the Citroën logo since the company's formation in 1919 - and features wider, more prominent chevrons contrasted and surrounded by a smooth vertical oval frame.

More prominently, the enhanced vertical oval will start a new direction in product design language in which the emblem will become an immediately recognizable signature element of all Citroën models.

Alexandre Revert, Global Designer for the Citroën brand, says: “As we sought to clarify our future focus, it was only logical for us to close the loop by graphically returning to André Citroën’s first logo, which represented the genuine promise of affordable and innovative mobility for all. Progressively shifting to a more prominent and visible branding for our future designs is a significant if not subtle evolution, where the precision of the technical and functional chevrons is embraced and contrasted with the warmth and almost human softness of the oval that surrounds them.”

Supporting the new vertical oval logo is a modern and comprehensive corporate identity program that serves as a timely indication of how Citroën is accelerating its commitment to making electric mobility accessible to all, while maintaining and extending its DNA for affordability, audacity and good. -being of the client.

A key objective was to incorporate elements inspired by non-automotive brands, including cosmetics and apparel, to convey a warmer brand expression that is pleasing to the eye when experienced in different settings. For example, the new identity has been carefully crafted with a pure and streamlined user interface, giving customers a better sense of serenity for their entire digital journey with Citroën, from the living room to the showroom.

Special care has gone into the design to ensure the digital experience meets new customers' expectations for ergonomics and aesthetics - including providing a 'dark mode' option - and fully meets the demanding needs and requirements for online sales.

In addition, a new animated language is under development to integrate the new identity across all digital touchpoints, both within the vehicle and on the My Citroën App, providing customers with an enriched and coherent Citroën experience.

Evolution and Revolution...Citroën's new logo and corporate identity combine with the 'Nothing Moves Us Like Citroën' signature to highlight the next revolution in the brand's approach to future affordable mobility solutions and its commitment to stress-free service. to the client.

The first physical evidence of this will be explored in a first-of-its-kind concept family vehicle, which will carry the new identity and will be unveiled by Citroën at the end of September.

Laurent Barria, Worldwide Director of Marketing and Communications at Citroën, says: “By embracing our roots and reinterpreting our identity in a modern way, we are sending a clear message to everyone that while staying true to our brand DNA, things are changing drastically at Citroën. We continue to look at things differently in our mission to create bold solutions that make electric mobility more accessible, and we are determined to prove to our customers and ourselves that no one and nothing moves us like Citroën as we extend well-being. emotional experience we experience from inside the car to outside throughout the partnership journey we take with us. This requires revolutionary thinking in everything we do, from the innovative vehicles we create to the inclusive and responsible services we provide, and it requires us to express and champion our unique approach. It is exactly what we promised to do today.”

Developed by the Citroën design team, the new Citroën identity benefited from the expertise of Stellantis Design Studio, Stellantis' in-house design agency.

Autonews