Peugeot reveals new logo in “upmarket” rebrand

As part of major redesign, the established French marque has unveiled its latest logo: a pared-back coat of arms adorned with its lion’s head.

Peugeot has revealed a new logo to mark the brand’s “upmarket” growth following a decade of transformation.

The new design, which recalls its logos from the 1960s, has been created by the Peugeot Design Lab in collaboration with the company’s global brand design studio.

peugeot new logo

Since 1850, the French marque has had ten logos, all of which featured the lion emblem. The previous design, which depicted the animal standing up, has been in use since 2010.

The existing logo had to change to “crown the brand’s move upmarket”, according to Peugeot. The latest iteration is “more streamlined, more qualitative and more elegant”, the marque says, and should “keep pace with its products”.

“History and hyper-modernity”

The new logo balances “history and hyper-modernity”, Peugeot says. It adds that the coat of arms is a “timeless, universal and multicultural form of identity” and the lion motif intends to “shine a proud spotlight on the values of the Peugeot brand”.

While the logo hopes to usher in future-facing values, the design itself is reminiscent of Peugeot’s two logos from the 1960s which depict the lion’s head in profile.

peugeot rebrand

Assets show an updated colour palette comprising dark colours and blue-green tones, as well as a typeface change. Design Week has reached out to Peugeot for further details.

The redesigned coat of arms “opens the way to a brand ecosystem that is not limited to its visual identity alone”, according to Peugeot.

The updated identity will roll out across its just-announced lifestyle collection, which includes clothing, leather goods and packaging.

The rebrand accompanies a period of change for the brand. Peugeot says it has “completely overhauled” its vehicles in the past decade, looking to innovation across the social, digital and environmental sectors.

The marque calls this an “upmarket” shift, pointing to its electrified range which includes the e-2008 SUV model. This “zero-carbon mobility” is at the heart of strategy moving forward, Peugeot adds. In January 2021, Peugeot merged with car manufacturer Stellantis.

Peugeot’s first brand campaign in ten years

Peugeot’s website has also been redesigned, to offer an “online dealership” experience. It says this new interface “offers a perfectly fluid sales experience”. These updated digital features include online configuration, financing and trade-in options.

Visuals also show the new identity in car dealerships. “It is now a place for an even more human, even more visual and even more education experience,” the brand says.

The marque has also created its first brand campaign in ten years, entitled The Lions of Our Time. These videos hope to inspire customers to think about their quality time. “The brand aims at turning time into quality time, an enriching experience,” Peugeot adds.

Many car brands have revealed new identities recently, and Design Week explored the reasons behind this trend last year.

What do you think of Peugeot’s new look? Let us know in the comments below. 

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  • Mark Walker March 1, 2021 at 8:24 am

    I just wish the face of the lion was more prominent. Those thick lines in the mane really distract from it, especially when small. Actually, it kinda reminds me of the Lamborghini logo. I do like the stationary though.

  • Harriet March 1, 2021 at 10:53 am

    Cut. Price. Porsche.

  • David Keay March 1, 2021 at 12:38 pm

    Hmm not sure – looks a bit graphics library…either that or Peugeot have started sponsoring British athletics. I personally liked the stylised standing lion and I really like the way it has developed over the years. It look great on the cars. I think this new shield doesn’t look premium or upmarket, in fact I think it looks the opposite. Sort of reminds me of the olden new proton badge. Not a fan.

  • Ian Styles March 4, 2021 at 3:49 pm

    Definitely looks more upmarket if that was the objective, so a big tick there. Does remind me of Porsche, I think that’s the showroom facade and the introduction of the shield holding device doing that. Too much space given over to the mane though, which means the facial features are too small to stand out and give off a commanding presence, which will be even more evident the smaller it goes.

  • Matt March 5, 2021 at 8:50 am

    @David Keay Totally agree.

  • Brendan Patterson March 9, 2021 at 11:25 am

    It looks like the old Proton logo… not sure thats really the goal.

  • Alex March 9, 2021 at 1:16 pm

    This logo is not working from a distance. Too bad for the external showroom signage. Those thick ‘tribal tatoo’ lines are confusing. The designers have stylized the poor lion’s head too much. Funny how you might be able to see a walking Yeti like creature with 2 legs and arms…

  • Neil Littman March 10, 2021 at 12:27 pm

    Totally agree with the above, another vote for Porsche lookalike. Reminded me also of a car showroom outlet I saw in Northern Italy many years ago from a train window. Might have been Porsche or Lamborghini. Except Peugeot are not Italian…

  • Josh March 10, 2021 at 3:57 pm

    I find this really bad. Amateurish even. This kind of lion’s head is done before and it is not not a particular good illustration anyway. It lacks originality and (French) flair. It’s a pity the company steps away from Peugeot’s famous crawling lion icon. A mistake in my opinion.

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