French carmaker Citroën has travelled back 100 years to revisit its original oval-shaped symbol from 1919 that will start appearing on its cars in 2023.
"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 and technical 'Deux chevrons' reference has remained at the heart of Citroën's identity ever since",the company said in an official statement.
The new logo follows the prevalent trend of logo oversimplification that numerous multinational corporations in the automotive sector have gone through. By simplifying their logos with fill colour, smoother shapes, and flattened lines, companies aim to make them more instantly recognizable.
White and cold grey aim to express calm serenity, while two contradicting shades will be used for details. Monte Carlo Blue, inspired by the 2CV and the DS, makes a comeback for corporate and retail applications, and a more energetic Infra-Red will add dynamic contrast.
There's also a new tagline, 'Nothing Moves Us Like Citroën.'
Citroën’s global brand designer Alexandre Revert says, “As we look to clarify our future focus, it was logical for us to close the loop by coming back graphically to André Citroën’s first logo which represented the genuine promise of affordable and innovative mobility for all."
The new logo aims for a better impression in the digital environment which would also be visible in other uses, including signage at dealerships and as a prominent badge on Citroën vehicles.
