Peugeot, now part of the Stellantis Group, has made another update and chance to its logo and brand identity. This is the 11th time since the 1850s (although the original company was founded in 1810) and has been developed around the concept of ‘time’ and living in the moment.
The new Peugeot logo features an all-new take on the iconic Peugeot lion, with a roaring lion’s head inside a new Peugeot coat of arms. 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. The recreated emblem acknowledges Peugeot’s evolution as a brand, with its innovative and successful model line-up.
Created by the Peugeot Design Lab and featuring a roaring lion’s head inside a coat of arms, the new design also uses visual language to reflect Peugeot’s electrification strategy which will offer pioneering new technologies. At the same time, the new logo embodies what Peugeot meant yesterday, what Peugeot means today, and what the brand will mean tomorrow.
Lasting and timeless
Designed to be lasting, the new logo also showcases Peugeot as a timeless brand, celebrating its history of over 200 years, while also looking to the future, towards new technologies and innovations provided by the new Stellantis partnership.
Significant changes in The Lion emblem over the years. The new look will be accompanied by an international campaign and new-look website, as well as a new lifestyle collection of clothing and accessories later this year. It will be progressively used in vehicle models, starting with the all-new Peugeot 308 which will have its world premiere later this year.
New brand campaign
The new identity will be visible in every part of the organisation, from retailers and associated products to signage and communications, along with the carmaker’s first brand campaign in 10 years. The campaign, called ‘THE LIONS OF OUR TIME’, will feature both new and existing Peugeot customers. It aims to celebrate ‘Today’s Lions’ of all ages and cultures and highlight the value of quality time in our lives.
‘Today’s Lions’, of all ages, culture and backgrounds 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’ 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.
The new lifestyle collection will be simple, attractive and with quality. This will feature everything from clothing and leather goods to electronic accessories and stationery. The new collection will echo Peugeot’s attention to detail and design when it launches later in the year.
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