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Peugeot

Named after Jean-Jaques Peugeot (1699-1741).
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Peugeot has brought together a multicultural talent pool to design its new brand identity. This is not just a new logo, but a complete experience for users, from the brand's website to its retailers. This experience transforms the time spent with Peugeot into quality time.

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2021 Peugeot logo update.

Designers from Peugeot and the Peugeot Design Lab studio have created the new logo with the iconic Lion. They joined forces with the W agency to design the visual aspect of the new identity. With the Peugeot marketing teams, the OPEn agency imagined the worldwide brand campaign LIONS OF OUR TIME. The mantra of all these teams is the move upmarket, the attractiveness and the digitalisation of Peugeot. The brand unveiled its new identity on February 25, 2021.

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.

“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.” Said Matthias Hossann, Peugeot Design Director.

Peugeot Design Lab, 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.

"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" said Arnault Gournac, Director of the Peugeot Design Lab studio.

The Peugeot designers have created its new logo to last. This magnificent emblem, decorated with a Lion's head in profile, embodies the history, 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 aggressiveness. The shield is a protective, timeless element, faithful to the history of the brand since 1810. Its symmetry integrates it perfectly with the radiator grilles of the cars. Its design, as if cut by laser, uses the sharp and faceted style of the latest Peugeots. The choice of the black background makes the Lion appear lit from above. This 2-D 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 the New Peugeot lettering, specific to this new identity. It reflects the Brand's assertion, without being flashy. Each character is precise and broad. The designers have created a new pure and timeless lettering, adaptable to multiple formats. The capital letters are imposing in the new lettering. It lends itself to dramatic graphics tricks, 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 on line. 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. Both teams interacted 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.

"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" said Gilles Deleris, Co-Founder and Creative Director of W.

This universe which includes the logo is the symbol of Peugeot's new identity. Designed for digital use, it projects the brand towards the future. The meticulous care given to every detail 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 network, setting up the new Brand’s visual identity.

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 spectacular scenery.

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 institutional contents: logotypes, graphic charters, corporate tools, animatic language, as well as assets from the brand’s heritage. This open and multi-device platform is the manifesto of Peugeot's know how in terms of identity and digital experience. It asserts the brand’s pride and its ethos of transparency.

Peugeot entrusted its global brand campaign to the OPEn agency.
Peugeot launches a global campaign to support its new brand identity. This is a first for the brand in 10 years. Dynamic and international, this campaign appeals to Peugeot's customers and more generally, the audience. It kicks off the collaboration between OPEn and Peugeot. (source: Peugeot)

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2021 Peugeot logo update.

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2021 Peugeot dealership.

Peugeot. (France) 1889 to date.
Armand Peugeot built his first steam car in 1889, and from 1891 made Daimler-engined cars with rear engines in tubular chassis; they sold very well for the era.

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New Peugeot logo for 2010.

In 1896 Peugeot started to make his own engines. In 1902 the 758cc Bebe was presented, and, two years later, Peugeot offered cars from 1.7 litres to 7.1 litres. Their first six-cylinder, a 10.4-litre, appeared in 1908, followed the next year by a smaller six of 3317cc. In 1912, Bugatti designed a new 855cc four-cylinder Bebe, and the same year Peugeot also made a V-4 of 1725cc.

At that period, the dohc Peugeot racers designed by Ernest Henry were victorious in many events, including the French Grand Prix and the Indianapolis 500.

At the outbreak of the war, Peugeot's staple products were the model 153 12 cv of 2613, and the 7 cv of 1452cc. After the war, Peugeot resumed production with these two models, to which were added the 10 cv of 1525cc and the 25 cv six of 5954cc. The popular 667cc Quadrilette was introduced in 1920, giving way in 1923 to the 5 cv, this The Peugeot 201 team in the 1933 Tour de France model being enlarged in 1925 to 719cc. During the 1920s, there also was the sleeve-valve 18 cv of 3827cc, and in 1927 a 3.8 litre six. The basic model was the 201 of 1100cc: it lasted for 1O years before giving way to the 1500cc 301. The last of the pre-war Peugeot six-cylinders, the 601, appeared in 1936; a year later came the streamlined Peugeot 402 which lasted until the war, alongside the 302 and 202.

During the Occupation, Peugeot experimented with the electric-powered VLV.

After the war, production restarted with the 202, and in 1947 Peugeot presented the 1.3 litre 203. The next step was the 403 of 1955, with a 1500cc engine. The 404 came in 1960, with a 1600cc engine. All these cars were also available in diesel form. A smaller car, the 1100cc 204 was launched in 1965, to be replaced in 1969 by the 304 with a 1300cc engine. The 504 was born in 1968.

In the 1970s Peugeot took control first of Citroen then of Chrysler Europe. The most recent models are the V-6-engined 604 and the 104, a small car also sold with a Citroen engine as the Citroen LN.

(Vintage European Automobiles)


The first trade mark symbols for the "PEUGEOT FRERES" products were designed by Justin Blazer, a jeweller and engraver based in Montbeliard. In a letter written in 1847, an appeal was made to the "good taste" of the artist to create the best possible layout of the letters and ensure the longevity of the trade marks. They included an arrow that can be seen under the paws of the Lion, created in 1850.

The company filed three designs to distinguish between the different qualities in which its tools were available:
- A lion, with or without an arrow, for top of the range products
- A crescent moon for second category products
- A hand for third quality.

In 1932, the Lion graphic was modified to suit the advertising and exhibition needs of the time.

Variations.
Initially the new Cycle and Automobile companies continued to use the lion standing on an arrow. But, in order to personalise their trademarks, the different companies adopted individual graphics:
- The CYCLE company used a Lion in combat
- The AUTOMOBILE company used the famous shield-shaped badge, featuring the LION'S head, followed by the LION seen on the Arms of FRANCHE-COMTE, which also appear on the arms of the COMTE de MONTBELIARD.

The most recent heraldic Lion was designed in 1998.


Pub-quiz question:
What's the connection between Peugeot and the Statue of Liberty? One of the earliest Peugeot models was known as a Lion-Peugeot, which adopted the lion emblem of the city of Belfort, where it was made. Bartholdi, the sculptor responsible for the Statue of Liberty in New York, also takes credit for Belfort's Inn.

(source: Car Magazine, July 1999. Written by Martin Buckley.)

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Peugeot logo.

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Peugeot logo.

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Old Peugeot type.

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Old Peugeot type.

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Peugeot logo.

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Peugeot logo. (1950s).

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Peugeot logo sequence.

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Peugeot emblem.

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Peugeot emblem.

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Peugeot emblem.

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Peugeot emblem.

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Peugeot emblem.

VIDEOS

Peugeot New Brand Identity for 2021.

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LINKS
Peugeot   Official site.
 
 
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