Coinciding with its 90th anniversary, and with the strategic realignment of the brand with its long term objectives, Citroën has turned on a dime on its own brand with a new visual and verbal identity.

Alongside the announcement of the new DS3 Inside concept – a new line of Citroën branded cars that will spearhead the company's premium offer - PSA Peugeot Citroën Chief Executive Christian Streiff has unveiled a new brand logotype and signature.

The trademark chevrons have broken free from their frame to become more round-edged and three-dimensional, gaining in strength and body but at the same time taking on simplicity and directness. Citroën’s traditional red takes shape in the new brand name typography but the font becomes rounder and the red itself assumes a new, deeper tone.     

But Citroën’s revamp has not stopped here. In fact a new brand tagline highlights the brand’s intentions to look optimistically at the future. Indeed, Créative Technologie, written in French and identical worldwide, has been designed to communicate in a playful and optimistic way the brand promise: innovate for the benefit of its customers.

As the current economic context influences the relationships between customers and brands, Citroën has decided to deal with today’s challenges by putting innovation at the bases of its renovation.