French car brand Peugeot has unveiled a redesigned logo, featuring a stylised lion’s head, marking the first time since 1975 that the lion’s body has been removed. The past 46 years has shown a silver-coloured lion standing on its hind legs with forelegs raised.
The new logo is the 15th update of the lion avatar in the company’s 211-year history, and the first for the past 10 years.
The carmaker, which describes itself as the world's oldest surviving automotive brand, updated its logo as part of a rebrand to mark a new era of electric car manufacturing.
As with every version of its logo since 1847, the lion is central to the new design, which was created by Peugeot Design Lab and which is similar to the 1960s shield with a lion’s head. However, unlike the previous logo, the design does not include the lion's body. The shield concept incorporating the brand name is also used by car-makers including Ferrari, Lamborghini and Porsche.
The styled monochrome logo now becomes the brand face of Peugeot dealerships and products.
Peugeot will debut the logo on its new-model 308 due later this year, before rolling it out in dealership CI and spreading it to other new products, specifically its future electric vehicle range.
As a matter of fact, the brand introduced the redesigned logo to mark the company's transition towards producing electric cars.
According to Peugeot, the brand plans by the end of 2021 for 80% of its European sales to be electrified models, and 100% by 2025.
"A new logo and brand identity are significant developments for any marque, let alone Peugeot, who has a history spanning more than 210 years," said Julie David, managing director of Peugeot UK.
Going beyond the new badge the company will also update its brand image with a new look to all of its public facing operations, such as its website and brochures, and dealerships too. Peugeot is targeting a worldwide completion of the rebranding exercise by 2023.
