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Citroen, All Shiny And New
Citroen makes a distinctly beautiful vehicle, although most Americans don’t know much about them unless they’re into rally racing. That’s because Citroen, a French manufacturer, has never been officially imported into the US market.
They recently refreshed their global brand identity in order to modernize the brand and to ensure that it has appeal to style-conscious auto buyers. As you’ll see from the before/after image (graciously borrowed from Brand New), the French brand has ditched the hard lines and standard sans serif typeface for a new futuristic typeface and a rounder, softer, more 3-dimensional chevron shape (thanks Brand New for the image).
What I like so much about this brand identity update is that they took an existing identity that had remained unchanged since 1985 and redeveloped it entirely while still managing to preserve the brand equity by taking cues from the old one, including the trademark red, white and silver color scheme.
Here’s a video that Citroen produced to introduce the new brand. I don’t know French, but it’s interesting nonetheless. And I learned that vroom is the same in English and French:
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