Citroen reveals new corporate brand identity and logo

Citroen has unveiled a new corporate brand identity and logo signposting the brand’s transition and evolution, which will debut at the end of September.

The new look reinterprets the original logo first adopted by founder Andre Citroen, inspired by the success of his first metalworking company producing chevron-shaped ’herringbone’ gear systems. The familiar “deux chevrons” has remained at the heart of Citroen’s identity ever since.

Citroen’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 Andre Citroen’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.”      

Complementing the new logo is a fresh corporate brand identity programme and new brand signature – “Nothing Moves Us Like Citroen” – which will start to be used in corporate and product communications and activities.

In addition, a new animatic language is under development to integrate the new identity in all digital touchpoints, both inside the vehicle through HMI screens and outside in the My Citroen App.

Citroen CEO Vincent Cobee said: “As we embark on probably the most exciting chapter in our illustrious 103-year history, the time is right 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 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 Citroen.”