French automaker Citroën unveils its new logo and brand identity

Debuting on a concept vehicle being released shortly, the partial rebrand is said to be part of a strategy that pushes electric mobility while continuing to extend Citroën’s “core DNA for affordability, audacity and customer well-being”.

Accompanying the latest logo is a new corporate brand identity programme and brand signature under the slogan ‘Nothing Moves Us Like Citroën’.

“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,” Citroën CEO Vincent Cobée said.

An elegant symbol of progress

“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.

“Our legacy of inspiring consumers with daring and revolutionary vehicles is energising us to adopt a different, more inclusive approach to future family mobility, and we firmly believe that customers past, present and future will agree that nothing moves us like Citroën.”

Do logos really matter? In a 2019 article published in the respected Harvard Business Review, the authors – both marketing academics – noted that logo design choices might seem inconsequential to some. But getting the design right is important for a number of reasons. 

“A well-designed logo can offer substantial benefits to brands. It can help pique the interest of consumers, differentiate brands from competitors, facilitate brand recognition, influence investors’ decisions and convey what a brand is all about,” they said.

“A logo is also a ubiquitous communication tool that might appear on your company’s products, website, annual report, entryway, and even on your business cards. It is thus a brand element that is frequently seen by stakeholders, particularly consumers.”

The authors added: “Furthermore, the design characteristics of logos can considerably impact consumer behaviour and brand performance. Prior studies on logos have shown that their simplicity or complexity can influence the funding decisions investors make, and that their symmetry or asymmetry can boost brand equity.”