New brand identity, chevron logo for Citroën

The new logo reinterprets the original 1919 oval and is the 10th evolution in Citroën’s 103-year history and will be used from next year on when it will be rolled out across digital, dealer and the corporate environments.

The new look reinterprets the original logo first adopted by founder André Citroën, 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.

Complementing the new logo is a fresh corporate brand identity programme and the appearance of a new brand signature, which promises “Nothing Moves Us Like Citroën”.

Citroën CEO, Vincent Cobée, says: “As we embark on probably the most exciting chapter in our illustrious 103-year history, the time is right for Citroën to adopt a modern and contemporary new look.

“Our new identity is an elegant symbol of progress as we move our customers physically in daring, forward-looking vehicles that challenge traditional industry rules and emotionally by ensuring their entire experience – particularly going electric – is more affordable, comfortable and enjoyable whatever their wants and needs.”

Central to the new brand identity is the evolution of Citroën’s world-famous “deux chevrons” symbol – the tenth significant revamp of the Citroën logo since the founding of the company in 1919 – and features wider and more prominent chevrons contrasted and surrounded by a softer vertical oval frame.

Significantly, the more prominent, enhanced vertical oval will initiate a new direction in product design language in which the visually prominent badge will become an immediately recognisable signature element of all Citroën models.

The first physical evidence of this will be explored in a significant conceptual family vehicle, which will carry the new identity and be revealed by Citroën at the end of September.