Citroën is the latest car brand to give itself a new yet familiar logo

Citroën has revealed a fresh corporate brand identity and logo, showcasing its unique DNA, audacity, focus on customer wellbeing and electric mobility future for the 103-year-old car maker. Citroën joins a long list of brands that have updated their look for the 2020s including Nissan, Volvo, Kia, and French counterparts Peugeot and Renault.

The new look very much 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. The 2022 refresh marks the tenth significant revamp of the logo since the founding of the car brand in 1919.

The new logo debuted at the end of September on the Wacky Citroën Oli electric car concept and will progressively appear on future Citroën vehicles from mid-2023.

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. Progressively moving to a more prominent and visible brand signature for our future designs is a significant if subtle evolution, where the precision of the technical, functional chevrons are embraced by and contrasted with the warmth and almost human softness of the oval that surrounds them.”

The new look logo will feature throughout the vehicle in its digital displays and various badge locations. It will also extend beyond into the digital environment, merchandising, dealership experience and corporate building signage. Efficient new signage is expected to be lighter and more energy-saving, as well as chrome-free to increase recyclability.  

Inspired by an important legacy colour for Citroën which has been used on iconic cars throughout the company’s history including the 2CV and the DS, Monte Carlo Blue will be making a return to the car lineup, as well as featuring in the brand's colour palette for corporate and retail purposes. Additionally, a more energetic and distinctive Infra-Red colour will replace the currently used red to add balance and dynamic contrast in physical, print and digital applications.

Related: The car brands who have changed their logo in 2021

Related: Why are car brands changing their logos?

Related: The origins of famed car brand logos