Why, when they wanted a new, fresh logo design did Citroen turn to a design company in the USA? Designed by Landor, a very successful, very American designer the new logo looks a bit flash to become a core mark of a company that has been established so long. I don’t mind the overall mark, not too sure about the font, but to use chrome in the logo doesn’t really work for me. I’m not a xenophobe but I just think only a French designer could really capture that certain “je ne sais qua” (had to be done), that only the French can. French design is definately unique, playing on flair, drama and anything else that is considered fashionable or chic. I really hope the traditional origins of the company were explored to create the concepts for a new logo, that would be the first place to start.
The old mark was just that, old, boring and in need of serious attention. Logo’s on cars are slightly different because they actively promote themselves everyday at the front of their cars, sitting proudly, shining for everyone to see. It is really difficult not to notice an international car manufacturers logo if you live close to civilization, so when considering a new one or a refresh, being unforgettable isn’t absolute top of the list of priorities. I can see what the overall objective is, create a brand that represents innovation and the future, just one look at their website will show you this new logo is part of a ‘reinvention’, a campaign to make them more modern, their brand, their cars and their whole philosophy. As part of this ‘reinvention’ that new logo fits quite well, but on it’s own it’s slightly lacking due to the fact the overall campaign will finish and the logo will remain so it needs to be effective without the accompanying visuals, it needs more longevity.
A huge amount of work has gone into this rebrand, there is a lot of detail and it is all done to a really high standard. Still I find it a bit disappointing Citroen didn’t let a local French designer create something really special. Let the big faceless American company do the other stuff but look to smaller, independent designers for something truly inspiring and more French. Yes it’s more modern and it will work along side the current campaign but what about after that?
Not a massive fan of the new logo, although you are correct in that it fits with the current campaign. I think they should have started with something that works in 2 dimensions and then progressed. I doubt they even considered French designers, probably just went with their existing design roster.
I actually like the new logo, its alot better than the old one. Landor have designed some nice logos before, this one looks shiny and futuristic, I like it.
I am french, just discovered the restyling on your blog (really beautiful blog you have done, felicitation) I don’t agree on the french designer, just being french doesn’t give you any “french touch”… the french touch, or french understanding of the world, just doesn’t exist!
I agree that this logo seems a little bit too much trendy. Last word: we pronounce je ne sais qua but we write it je ne sais quoi! Just for the smile of course!
Well how can I argue with that. Thanks for the input Bruno it is interesting to get a French designers view on this design.
I’m torn on the new mark. To me, it seems ok in print, not great. I can’t quite envision on the front of a car, however, which could be a problem. But the sample showing its use at the dealership looks really good to me.
As to the French style or not, I guess it depends on where the company is going rather than where they have been. Are they looking to create a foothold in the glitzy US market where it will stand next to many others on streets where there countless dealerships? If so, then this new mark will probably be very effective. If, however, they want to emphasize their unique French heritage as a way to stand out, then leaning to a more French styling would have been better.