Peugeot's Lion Head

Peugeot's Lion Head

The French car manufacturer, which labels itself as the oldest surviving automobile brand, has already undergone 11 rebrands since their formation in 1905. Their new logo is part of the rebranding that marks the beginning of the Electric Era in the car industry.

In rebranding the logo, the Peugeot Design Lab looked back at the 1960 logo - a common sight in 2021 cf Burger King. At the same time, they went in search of a more abstract interpretation of the logo cf Volkswagen.

When it comes to a rebrand as this one, it's important to look to the future (the Electric Era) but it's also important to look at the functions of your Brand. For example, Peugeot is removing the body of the lion for the first time in 50 years. By doing so, they go back to the shield shape that represents both the Origin and Quality-Trade function of a Brand.

As our Brand Strategist Louis-Philip Cattoir described early this week, "Always maintain the good elements of your brand. Pay attention to your foundations and dare to look back, even more, when going full speed ahead!" Those foundations are the original functions of the Brand.

We hereby invite all those interested to browse through our Remarkable library and to discover more on the rich history of the greatest (French) manufacturers Peugeot and Citroën.

Read all about the 4 functions of a Brand in the book Brand Change.