IT SEEMS THERE HAS BEEN A spate of new logos among car companies lately. Nissan, Kia, and now ‘the world’s oldest surviving automotive brand” is reaffirming its personality and character with a new logo.
On 25 February 2021, Peugeot unveiled its new logo: a coat of arms adorned with a magnificent lion’s head.
Since 1850, Peugeot has had ten successive logos, all of which feature the lion’s emblem. Today an eleventh version has been created by the Peugeot Design Lab, the Peugeot brand’s Global Brand Design studio.
Launched in 2010, the current logo needed to change to crown the brand’s move upmarket. Well, that’s their excuse, anyway.
After having completely overhauled its vehicles over the last 10 years, Peugeot tells us it is redesigning its logo to “keep pace with its products”.
At the beginning of 2021, with the launch of a range that will be ushered in by the new Peugeot 308, with a new website and with the creation of Stellantis, they’ve decided now is the time.
BS warning (the following contains much “designer talk”): It is also a powerful and instinctive brand, a reflection of its emblem: the lion.
This makes Peugeot a timeless brand, a link between yesterday and tomorrow.
A new logo embodies what Peugeot meant yesterday, what Peugeot means today, and what Peugeot will mean tomorrow.
This new coat of arms, in the effigy of the lion, has always been part of the brand. It shines a proud spotlight on the values of the Peugeot brand.
This logo has been designed to last. (Well, until someone decides it’s time for another one.)
This is the meaning of this coat of arms, a timeless, universal and multicultural form of identity.
It is a distinctive symbol of belonging, of recognition.
It is synonymous with prestige, confidence, longevity and lineage. With it and its new visual identity, Peugeot is joining history and hyper-modernity.
With this coat of arms, the Peugeot brand is setting out to conquer new lands, to accelerate its international growth, exporting French style and know-how as well as French elegance.
The Peugeot brand is turning over a new page in its history. A new era.
It now has a new commitment with its customers: to transform their time spent with it into quality time.
Peugeot has produced its first brand campaign in 10 years: THE LIONS OF OUR TIME.
Through this optimistic international campaign, Peugeot engages both its customers and those who are not. The brand captures a new universal territory: time. It celebrates Today’s Lions, of all ages, culture and backgrounds. These LIONS OF OUR TIME, who are no longer so much in search of power or money, but more in a quest for quality time.
Through THE LIONS OF OUR TIME brand campaign, Peugeot aims to empower the customers to own their most valuable asset: their time. The brand aims at turning time into quality time, an enriching experience. As an innovative high-end generalist brand, Peugeot proposes an unboring experience both online, onboard vehicles and in its dealerships.
This coat of arms opens the way to a brand ecosystem that is not limited to its visual identity alone. It carries within it a deeper change. A shift in stance; a new state of mind; a new lifestyle.
Peugeot’s objective is to offer its current and future customers a brand that meets their requirements.
The Peugeot Brand is timeless. It is reinventing itself, over and over again.
Personally, we think their time, and particularly the time writing a rationale, would be better invested in producing cars.