- Peugeot has unveiled its new corporate design, which makes reference to the brand’s history and should fit better into the digital age thanks to its 2D design.
- The French already had a very similar logo in the sixties. Back then, too, only the head of the lion was depicted in the emblem.
- But not only the signet was renewed. The typography of the brand name is now also intended to appear more modern. The changes are meant to emphasize the brand’s higher positioning.
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Peugeot CEO Linda Jackson and Matthias Hossann, the brand’s new chief designer, jointly unveiled what is now the eleventh brand logo in the company’s 210-year history during an online presentation on Thursday. The male lion has been the heraldic animal of the multi-faceted brand since 1850.
The French not only produce cars, but also bicycles and kitchen utensils, among other things. The then family business began mass production of passenger cars as early as 1891, which makes Peugeot the oldest car manufacturer in the world still in existence.
A tribute to the sixties
With the redesigned logo, however, a new capital is now to be opened up. In the future, only the profile of the lion’s head will be depicted in the company emblem. In addition, the brand name is now in a new font. A rather unusual sight, after all, the whole body of the big cat has always been emblazoned in a belligerent pose on the signet of the traditional brand since around 1975.
To connoisseurs of Peugeot history, however, the new trademark should look familiar. The carmaker from Alsace introduced a very similar logo in 1960, parallel to the presentation of the successful 404 model. Even then, only the head of the predator was depicted on the emblem. The symbol could be found, for example, on the steering wheel of the 1969 Peugeot 504 coupe.
The E-Legend gave a foretaste
The Peugeot E-Legend concept car unveiled in 2018 was a futuristic reinterpretation of the classic car just mentioned. In it, the French used the classic logo with the lion’s head again for the first time, giving a preview of the future brand identity that has now been unveiled.
The future logo, however, has been slightly modified and is more minimalist overall. While its predecessor, which has been in use since 2010, was still three-dimensional, the new logo is only designed in 2D and is therefore easier to display digitally. Other automakers such as Volkswagen and BMW have also redesigned their logos in recent years for the same reason.
The Golf rival Peugeot 308, due out later this year, is to be the first production model to proudly bear the modernized lion crest on its hood. But it’s not just the logo that’s affected by the changes. The new brand identity runs under the name “Lions of our time” and includes, among other things, the typography, the interior design of Peugeot dealers, and the design of the brand website. Basically, every letterhead, brochure, and advertising sign for the brand worldwide needs to be changed. This, of course, involves immense costs.
However, 2021, the year of upheaval, seems to be the perfect time for the brand’s design realignment. After all, the merger with the Italian-American FCA Group (Fiat, Chrysler, Maserati, etc.) to form the new Stellantis car giant was completed last January. In addition, the French want to position themselves higher in the future and push the electrification of their model range at full throttle.
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