Citroen has unveiled a new brand identity and logo, marking the beginning of a bold, exciting, and dynamic new era for the 103-year-old brand. Citroen will speed up its mission of making electric mobility accessible to all, and its core DNA has been expanded to prioritize accessibility, affordability, and courage for its customers.
The new design reinterprets the original logo, first chosen by founder André Citroen, inspired by the success of his first metalworking company, which manufactured bevel gear transmission systems. The well-known technical reference of two-angle teeth ("double angle") has since been at the heart of Citroen's identity and has always been the basis for the brand logo.
The sleek new logo debuted on the Citroen OLI family electric car. Versions of the logo will then progressively come on new Citroen cars in the future. The striking vertical oval will mark a new path in design language, with the new emblem becoming an easily recognizable signature piece of all Citroen cars.
The new logo is complemented by a comprehensive brand identity program and the appearance of a new brand claim that promises "Nothing Moves Us Like Citroen."
Vincent Cobée, CEO of Citroen, says: "As we begin what is likely the most exciting chapter in our illustrious 103-year history, it is time for Citroen to adopt a modern and contemporary new look. Our new identity is an elegant symbol of progress, as we move our customers physically in bold, forward-thinking vehicles that challenge traditional industry rules and emotionally by ensuring their entire experience is more affordable, comfortable, and enjoyable, whatever their wants and needs are. Our legacy of inspiring consumers with bold and revolutionary vehicles motivates us to create a difference."
At the heart of the new brand identity is the evolution of the world-famous Citroen double chevron - the tenth major makeover of the Citroen logo since the company's founding in 1919. The new Citroen logo features broader and more distinct chevrons surrounded by a softer vertical oval frame. It will herald a new direction in the design language of future vehicles, in which the visually distinctive badge becomes an instantly recognizable signature element of all Citroen models. As part of a comprehensive brand identity program, the new logo is also a timely nod to how Citroen is accelerating its commitment to making electric mobility accessible to all while expanding its core DNA of customer accessibility, courage, and well-being.
Alexandre Revert, Global Brand Designer at Citroen, says: "It was logical for us to come full circle by graphically going back to André Citroen's first logo, which represented the real promise of affordable and innovative mobility for all. The gradual transition to a more prominent and visible brand signature for our future designs is a significant, subtle evolution, where the precision of the technical, functional double angle is absorbed and contrasted by the warmth and softness of the surrounding oval."
A key goal was to include elements inspired by brands outside the automotive sector to give a warmer impression of the brand that is easily recognizable in different environments. This ensures that the digital experience fully meets customers' aesthetic expectations - including the provision of a "dark mode" option - and requirements for online sales. In addition, a new language will be developed to integrate the new brand identity across all digital touchpoints, both inside the vehicle via HMI screens and outside in the My Citroen app, to provide customers with an enriched and coherent Citroen experience Offer.
The new logo will also go beyond the digital environment and use on and in vehicles to encompass all elements of the company's corporate identity, from merchandising to dealership and company building signage. Modern, efficient signage will be less heavy, use less energy, and be more recyclable, thanks to its lack of chrome.
The comfortable and familiar retail interior concept 'La Maison Citroen' is further enhanced as it has been popular with customers since its launch a few years ago.
A fresh, simplified color palette and new lettering, developed from Citroen's current proprietary typefaces, complement the logo and new brand identity. While white and cool gray provides a basis for serenity and lightness, two distinctive colors are introduced as contrasts to be applied in details and specific areas. Inspired by an actual and historic color for Citroen, used throughout the company's history on iconic cars such as the Citroen 2CV and Citroen DS, the soothing 'Monte Carlo Blue' hue will return to the vehicle portfolio shortly.
The new brand claim - "Nothing Moves Us Like Citroen" - is employed in a targeted manner in corporate and product communication and activities. Citroen's new brand logo and corporate identity are combined with the signature "Nothing Moves Us Like Citroen" to highlight the future powertrain and mobility revolution in its approach and commitment to customer well-being. The first physical evidence of this will be explored in a concept vehicle bearing the new identity.
Laurent Barria, Head of Citroen Marketing and Communication, says: "By going back to our roots and reinterpreting our identity in a modern way, we are sending a clear message to everyone that while we remain true to our brand DNA, things are different change fundamentally at Citroen. We continue to see things differently on our mission to develop bold solutions that make e-mobility more accessible. We are determined to prove to our customers and ourselves that nobody and nothing moves us quite like Citroen by extending the well-being we experience in the car to the entire customer journey. It requires revolutionary thinking in everything from the innovative vehicles we develop to the services we offer, and it requires that we express and stand by our unique approach. That is exactly what we promise today."
