Citroen updates logo with a look back to 1919

PARIS -- Citroen is turning to its past for a new logo, a two-dimensional rendering of the brand’s chevrons inside an oval. 

The logo – most closely related to founder Andre Citroen’s original 1919 design – was revealed on the Oli concept on Thursday. It will appear on all models starting in the middle of 2023, with the logo a more prominent design element, Citroen said. 

The new logo is also more social-media friendly, with other brands including BMW, Renault and Volkswagen adopting simpler designs in recent years.      

At the same time, dealerships will get a makeover with a new corporate identity focused on the logo and two new “signature” colors – a “calming” Monte Carlo blue and “energetic and distinctive” Infra-red. The blue will also appear on new models, while the red is primarily used for details, and is prominent on the interior of the Oli concept.

The current logo is a stylized 3D double chevron. It has been in place since 2009 and was slightly revised in 2016. It was the subject of a copyright dispute with the Polestar brand that was settled earlier this month, allowing Polestar to sell cars in France.  

The new logo is the 10th in Citroen's 103-year history. Brand CEO Vincent Cobee said in a news release that "the time was right" for a change, as Citroen makes the transition to electric vehicles, and also focuses on growth outside of Europe in markets such as India.

Global Brand Designer Alexandre Revert said in the release that the new design blended the technical sharpness of the chevrons with the "warmth" of an oval, reflecting both mechanical and human elements of the brand.

“As we look to clarify our future focus, it was logical for us to close the loop by coming back graphically to Andre Citroen’s first logo, which represented the genuine promise of affordable and innovative mobility for all,” he said.