New company model id and brand alerts thrilling and important new chapter in Citroën’s historical past is underway
Citroën is right now revealing a contemporary company model id and brand, signaling a daring, thrilling and dynamic new period for the 103-year-old model is underway because it accelerates its mission to make electrical mobility accessible to all and extends its core DNA for affordability, audacity and buyer wellbeing.
The brand new look reinterprets the unique brand first adopted by founder André Citroën, impressed by the success of his first metalworking firm producing chevron-shaped ’herringbone’ gear techniques. The acquainted and technical “deux chevrons” reference has remained on the coronary heart of Citroën’s id ever since.
The elegant new emblem signposts the model’s transition and evolution, and can debut on the finish of September on a big conceptual Citroën household car. Variations of it can then progressively improve future Citroën manufacturing and idea automobiles from mid-2023 on. The outstanding, enhanced vertical oval will introduce a brand new path in design language during which the visually outstanding badge will turn into an instantly recognizable signature factor of all Citroën fashions.
Complementing the brand new brand is a contemporary company model id programme and the looks of a brand new model signature, which guarantees “Nothing Strikes Us Like Citroën”.
Citroën CEO Vincent Cobée says: “As we embark on most likely essentially the most thrilling chapter in our illustrious 103-year historical past, the time is correct for Citroën to undertake a contemporary and modern new look. Our new id is a sublime image of progress as we transfer our clients bodily in daring, forward-looking automobiles that problem conventional business guidelines, and emotionally by guaranteeing their total expertise – notably going electrical – is extra inexpensive, comfy and gratifying no matter their desires and desires. Our legacy of inspiring customers with daring and revolutionary automobiles is energising us to undertake a unique, extra inclusive method to future household mobility, and we firmly consider that clients previous, current and future will agree that nothing strikes us like Citroën.”
1. New however acquainted
Central to the brand new model id is the evolution of Citroën’s world-famous “deux chevrons” image – the tenth important revamp of the Citroën brand because the formation of the corporate in 1919 – and options wider and extra outstanding chevrons contrasted and surrounded by a softer vertical oval body.
Considerably, the extra outstanding, enhanced vertical oval will provoke a brand new path in product design language during which the visually outstanding badge will turn into an instantly recognizable signature factor of all Citroën fashions.
Citroën’s World Model Designer Alexandre Revert says: “As we glance to make clear our future focus, it was logical for us to shut the loop by coming again graphically to André Citroën’s first brand which represented the real promise of inexpensive and progressive mobility for all. Progressively shifting to a extra outstanding and visual model signature for our future designs is a big if refined evolution, the place the precision of the technical, practical chevrons are embraced by and contrasted with the heat and virtually human softness of the oval that surrounds them.”
Supporting the brand new vertical oval brand is a contemporary and complete company id programme which acts as an extra and well timed indication of how Citroën is accelerating its dedication of creating electrical mobility accessible to all whereas sustaining and increasing its core DNA for accessibility, audacity and buyer wellbeing.
A key goal was to embody components impressed by extra intimate non-automotive manufacturers, together with cosmetics and attire, to convey a hotter expression of the model that’s straightforward on the eyes when skilled in several settings. For instance, the brand new id has been thoughtfully crafted with a pure and simplified consumer interface, offering clients with an enhanced sense of serenity for his or her total digital journey with Citroën, from lounge to showroom.
Explicit care has been given to the design to making sure the digital expertise meets the expectations of latest clients for ergonomics and aesthetics – together with offering a ‘darkish mode’ possibility – and totally meets the exacting wants and necessities for on-line gross sales.
As well as, a brand new animatic language is below growth to combine the brand new id in all digital touchpoints, each contained in the car by HMI screens and outdoors within the My Citroën App, offering clients with an enriched and coherent Citroën expertise.
The brand new id may even lengthen past the digital surroundings and use of the brand new brand on and in automobiles to embrace all components of the corporate’s company id, from merchandising and documentation to dealership and company constructing signage. Environment friendly new signage shall be lighter and power saving, in addition to chrome free to extend recyclability.
The comfy and acquainted “La Maison Citroën” retail inside idea may even proceed to be enhanced because it has proved to be fashionable with clients since its introduction a number of years in the past.
A contemporary, simplified color palette and new lettering developed from Citroën’s present proprietary fonts will complement the emblem and additional improve the brand new model id.
Whereas white and chilly gray present a foundation of serenity and easiness, two signature colors shall be launched as contrasting punctuations to be utilized in particulars and particular areas.
Impressed by an vital legacy color for Citroën which has been used on iconic vehicles all through the corporate’s historical past together with the 2CV and the DS, the calming Monte Carlo Blue shall be making a welcome return to the automotive portfolio within the close to future, in addition to that includes in particulars of the model id palette for company and retail functions.
Moreover, a extra energetic and distinctive Infra-Crimson will exchange the at the moment used pink so as to add stability and dynamic distinction in bodily, print and digital functions.
The brand new model signature – “Nothing Strikes Us Like Citroën” – will begin for use selectively in company and product communications and actions.
2.Evolution and revolution
Citroën’s evolutionary new model brand and company id mix with the “Nothing Strikes Us Like Citroën” signature to focus on the approaching revolution within the model’s method to future accessible mobility options and its dedication to stress-free buyer companies.
The primary bodily proof of this shall be explored in a big conceptual household car, which is able to carry the brand new id and be revealed by Citroën on the finish of September.
Laurent Barria Head of Citroën Advertising and marketing and Communication says: “By embracing our roots and reinterpreting our id in a contemporary method, we’re sending a transparent message to everybody that whereas we’re staying true to our model DNA, issues are altering dramatically at Citroën.
We proceed to take a look at issues in another way in our mission to create daring options that make electrical mobility extra accessible, and we’re decided to show to our clients and to ourselves that no person and nothing strikes us like Citroën as we lengthen the emotional wellbeing we expertise contained in the automotive to outdoors of the automotive by all the partnership journey they take with us.
It requires revolutionary pondering in every part we do, from the progressive automobiles we create to the inclusive, accountable companies we offer, and it requires us to specific and stand by our distinctive method. That’s precisely what we’re promising to do right now.”
Developed by the Citroën design workforce, the brand new Citroën id has benefited from the experience of Stellantis Design Studio, the worldwide model design company of Stellantis devoted to inside and exterior purchasers.