Peugeot has invested in the new and that includes a new logo. A lion will always be a lion, of course, but the king of the animals can be drawn in many ways.
The new CEO of Peugeot has barely cleared her desk when she is already allowed to reveal a new identity for the 210-year-old brand. Linda Jackson, who was at the helm of group colleague Citroën from 2014 to a year ago, during her bridging year at PSA was engaged in a research into distinguishing the different brands within the group. That becomes even more difficult with the creation of Stellantis, but that is unrelated to this new Peugeot face, she says: “We had been working on that for a long time, well before we even thought about Stellantis. Peugeot is climbing higher in the market. and that involves a different identity. ” Marketing and communications director Thierry Lonziano explains: “We’ve been working on it with a whole team since 2017.”
Jackson says Peugeot has been moving up the market over the past ten years: “Now Peugeot is leaving the generalists club with the aim of becoming an inventive and desirable premium brand.” The new logo is a symbol of this, because, according to Jackson, it summarizes the history, the present and the future of Peugeot in one image. Design director Matthias Hossain further explains: “A coat of arms has always been a symbol of unity. Both multicultural and international. It stands for pride, togetherness and protection. Peugeot used it before and so it forms the link between our past and our future plans. And the lion has always remained, because he stands for strength, might and security. “
‘Quality Time’ is Jackson’s hobbyhorse during the unveiling. Traveling by Peugeot should include that more, but also everything around it. That’s why Peugeot also has a new site, which is a lot more intuitive and functional than before. The showrooms will also be transformed to make the stay more pleasant. Time has become increasingly scarce in human life in recent years, so the time people spend with Peugeot must become quality time, says Jackson.
The new logo does not come out of the blue. It already featured on the E-Legend Concept and in September last year we caught it on the wheel of a camouflaged 308. That model will be unveiled next month and will therefore be the first production model to bear the new logo.
To make all the innovations known to the world, Peugeot immediately starts a global campaign with the motto ‘Les Lions d’Aujourd’hui’ or, outside the French language area, ‘Lions of our Time’. This of course includes a commercial in which a lot of beautiful, trendy people shine in yourban situations.