Behind the scenes of PEUGEOT’s new brand identity

The origin of PEUGEOT’s new identity

PEUGEOT's new identity asserts its positioning as an innovative high-end generalist brand. Three words sum up the new PEUGEOT logo: quality, timeless and assertive.

This new identity has been built in the minds of its managers, taking inspiration from the brand's flagship events:

• The PEUGEOT i-Cockpit® (compact steering wheel, heads-up display, touch screen, ergonomic seats and controls, quality of materials), unveiled on the SR1 concept and also found on the PEUGEOT 208 road car.
• The attractive and sharp design initiated by the QUARTZ and EXALT concepts and embodied in the second generation PEUGEOT 3008 and 508.
• The assertiveness of the Brand with its XXL-size ambassador Lion presented at the 2018 Paris show.
• PEUGEOT's exciting vision of the future, driven by PEUGEOT e-LEGEND Concept

Matthias Hossan, PEUGEOT Design Director, said, “With over two centuries of history, PEUGEOT is a pioneer of mobility and a legendary brand for automobiles and bicycles. This emblem and this new brand identity are a link between our history and our vision for the future. This logo has been conceived, designed and developed in-house with the same stringent requirements that we apply to every detail of our vehicles: the quality of materials, the quality of execution and the quality of the finish.”

PEUGEOT Design Lab, the instigator of PEUGEOT's new identity

To create the new logo, PEUGEOT designers from different areas of expertise (exterior style, colours and materials) joined forces with the PEUGEOT Design Lab studio teams. Specialising in Global Brand Design, the studio designs products and services for clients outside the automotive sector.

Arnault Gournac, Director of the PEUGEOT Design Lab studio said, "PEUGEOT is the only manufacturer to have developed its identity in-house. The studio acts as a laboratory of ideas for PEUGEOT and the other Stellantis group brands in non-automotive territories.”

PEUGEOT’s new logo has been designed to last. This magnificent emblem, decorated with a Lion's head in profile, embodies the past, present and future of PEUGEOT. The sculpture of the XXL lion, an ambassador with an assertive posture, was the first stone laid to define its style.

The profile of the lion's head has established itself as a powerful indicator of feline grace and identity. It conjures up pride, strength and status, without aggression. The shield is a protective, timeless element, faithful to the history of the brand since 1810. Its symmetry integrates perfectly with the radiator grilles of the cars. Its design, as if cut by lasers, uses the sharp style of the latest PEUGEOTs. The choice of the black background makes the Lion appear lit from above. This 2D logo is part of the flat design trend, enhancing minimalism and pure lines. It is perfectly adapted to the digital world.

The studio has developed new PEUGEOT lettering, specific to this new identity. It reflects the brand's assertion, without being flashy. The designers have created a new pure and timeless lettering, adaptable to multiple formats. The new lettering lends itself to dramatic graphics techniques, for example by blending into an image.

The studio's designers developed the web user interface and the animations for the new PEUGEOT website with the aim of enriching the navigation experience. The new site has been developed in collaboration with the UX unit of the Stellantis Group and the MRM agency, making it intuitive, immersive, and easy to use for buying online. The web users are immersed in three-dimensional settings. They are instinctively guided towards configuring electric, hybrid or internal combustion cars.

The W agency and PEUGEOT are developing a new visual identity.

The PEUGEOT Design Lab studio worked in collaboration with the W Agency to develop the new visual identity, which will be present on all of the touch points between the brand and its customers, including at retailers, on digital and print communications and at trade fairs and events.

Gilles Deleris, Co-Founder and Creative Director of W, said, "It is a privilege to be able to support a bicentenary brand in such a transformation. W is proud to have contributed to redesigning its new look which will proudly and confidently stand the test of time.”

The meticulous care given to every detail in this new identity reinforces PEUGEOT's move upmarket:

• The vertical and horizontal bright graphic design is inspired by the tunnels at the end of the assembly line.
• The digital animations are spectacular, with a monumental opening effect that unveils the logo, a nod to the model reveals.
• The colour palette ranges from white to premium black, including a bright, modern blue.
• The responsive font adapts to horizontal or vertical screens when browsing.
• The Brand Icon, which is identifiable at first glance, is optimized for a digital use. It follows the outline of the shield and the line representing the Brand’s lettering.

The design of the potential retailers of the future, which will be proposed from the end of 2021, was developed for PEUGEOT by the W agency, which has been a partner of the brand’s for 20 years, for the design and the architecture of the retailers. Customers will receive a phygital - physical and digital - experience. A comfortable central space within a more airy showroom is dedicated to them. Experts will introduce them to new technologies to make their time rewarding. From spring 2021, the signage of the new brand identity will be rolled out in the PEUGEOT retailer network.

The original and innovative broadcast, which revealed PEUGEOT's new identity on February 25th, was developed for PEUGEOT by the W agency and Havas Event. With XR (extended reality) technology, used for the first time for a brand event, the presenters appeared immersed in a modern, sleek, digital studio.

A Brand Centre has been designed by the PEUGEOT Design Lab and the W agency teams, in partnership with Havas Digital Factory. It is aimed at the internal teams and their suppliers as well as the general public.

brand.peugeot.com is the worldwide platform for sharing and accessing the brand’s essential toolkit: logotypes, graphic charters and corporate tools, as well as assets from the brand’s heritage. It is an open and multi-device platform that asserts the brand’s pride and its ethos of transparency.

PEUGEOT entrusted its global brand campaign to the OPEn agency.

PEUGEOT is launching a global campaign to support its new brand identity, a first for the brand in 10 years. Dynamic and international, this campaign appeals both to PEUGEOT customers, and those who are not customers yet. It kicks off the collaboration between OPEn and PEUGEOT.

At OPEn's suggestion, PEUGEOT is investing in a new universal resource, time. The brand has a new promise: to turn everyone's time into quality time. PEUGEOT has legitimacy in regards to fulfilling this promise: through its 210-year history, through its high-end generalist positioning and finally as a French brand, a culture that promotes the art of living and quality of life.

PEUGEOT is transforming everyone's time into quality time, by offering rich, intense and even exceptional experiences at all points of contact with the brand. Buy online allows customers to configure their vehicle from the comfort of their own home, at any time of the day. The experience aboard a PEUGEOT is amplified by the i-Cockpit®. At retailers, the customer, guided by experts, can explore the ecosystem of electrified vehicles. Their time becomes useful, informative and enriching.

The LIONS OF OUR TIME campaign invites PEUGEOT customers, as well as those who are not customers yet, to take back control of their most precious possession, time, and to turn it into quality time. With this slogan, PEUGEOT is celebrating the "Lions of our time", from different generations, cultures and backgrounds. The brand is therefore redefining the mindset of a Lion in 2021: to go beyond the quest of power or money, to share the philosophy of those who class self-fulfilment as quality time. PEUGEOT is revealing this new look to the world as a brand in touch with its time and encourages everyone to join the Lion community.

Eric Pierre, Global Chief Creative Officer for OPEn, said, "You are about to discover the new face of PEUGEOT. With the LIONS OF OUR TIME campaign. PEUGEOT is introducing its new visual identity while redefining a new brand territory, a new narrative and positioning itself as a brand of its time, in touch with its time".

OPEn (Omnicom for Peugeot Engine) is a network made up of the best Omnicom agencies in the world with teams dedicated to PEUGEOT. The new LIONS OF OUR TIME campaign is the result of an international collaboration between OPEn Paris, Istanbul and Amsterdam. It reaffirms PEUGEOT as a major player in the international automotive industry. It is being launched in all countries with a 360° presence across TV, billboards and digital, from 25 February.

CONTACT

Kerry Livesey

Head of Communications – Public Relations

Phone: 079 40078 848

kerry.livesey@peugeot.com

Emma Gaffney

Senior Press Officer

Phone: 077 47898 130

emma.gaffney@peugeot.com

Michael Arnold

Press Fleet Manager

Phone: 078 3182 9410

michael.arnold@stellantis.com

Jeremy Townsend

Director of Communications

Phone: 078 2789 6480

jeremy.townsend@stellantis.com

LINKS

PEUGEOT Press website

https://uk-media.peugeot.com/en

ABOUT PEUGEOT

PEUGEOT is a global, innovative and high-end generalist brand. Its values are Excellence, Allure and Emotion. Present in more than 160 countries with 10,000 retailers, PEUGEOT sold nearly 1,200,000 vehicles worldwide in 2020. Not long after celebrating its 210th anniversary, PEUGEOT is now ushering in its new identity with a coat of arms that emphasises its personality and timelessness. In addition to a full range of electrified passenger and commercial vehicles, PEUGEOT has developed a new concept of Neo Performance. The 508 PEUGEOT Sport Engineered is the first in this new line of efficient and high-performance vehicles.