From 2CV to EV
Citroën, from 2CV to EV
The French brand Citroën has updated its logo and brand identity, with a focus on "pursuing the accessibility of electric mobility".
Commenting on the rebranding, Citroën's global head of design, Alexandre Revert, said, "While we want to clarify our future focus, it made sense that we had completed the circle by graphically returning to André Citroën's first logo, which represented the sincere promise of affordable and innovative mobility for all.
The new logo is a nod to the past and the original 1919 logo. In turn, the original logo was inspired by the patented gearing system with helical teeth that André Citroen (later Citroën) used to raise the Brand.
The Stellantis group previously gave an update to their other French brands Peugeot and Renault, Fiat and Opel also went under the knife. Other (luxury) car brands are also seeing the 2D evolution, such as Bugatti, Aston Martin and DACIA. A domino effect that seems to have no end in sight. The Volkswagen group thus also presented their future-oriented logo at the 2019 Frankfurt Motor Show.
All Brands evolve in their BrandLifeCycle from a narrative symbol to a more abstract form.
According to Brand Architect Thierry Cattoir, all brands, and logos in particular, have one thing in common. That marks evolve in their BrandLifeCycle from a narrative symbol to a more abstract form. It is normal for a mark to move with the times and change shape every now and then. At certain moments, a facelift can revitalise the brand.
But any brand change always carries a certain risk of causing the recipient in the target group to drop out. Who either don't understand it, or won't or can't follow it, or simply won't find their familiar brand again.
Citroën v Polestar
Last month, the (former) logo of Citroën and DS also featured in our newsletter, with a decision in the case Stellantis v Polestar on the non-infringement of the Polestar logo over that of Citroën.