Citroën has launched its new corporate identity, designed by Landor Associates Paris and Citroën’s in-house team led by Jean-Pierre Ploué
The French car manufacturer last night unveiled a softer and less angular incarnation of its chevron corporate identity in Paris, alongside the first in a series of three redesigned DS models.
The company is hoping the new identity, car models and showrooms will help lift it out of a downturn in the car industry, caused by a slump in sales and a continuing dearth of credit.
Design Week reported last year that Landor was appointed to undertake an estimated seven-figure review of the car manufacturer’s branding, amid a push to move the brand into the upper mid-size fleet market, traditionally dominated by German manufacturers such as Volkswagen and Audi.
The Peugeot-Citroën group posted an 8.7 per cent drop in sales of assembled vehicles in 2008. Citroën sales fell 7.5 per cent and Peugeot vehicle sales dropped 8.7 per cent, according to reports.
The original DS was designed by Citroën’s Flaminio Bertoni and launched at the 1955 Paris Motor Show.
Bertoni reinterpreted the original blue-and-yellow marque at the same time, creating a stark and simpler identity with the chevrons.