Peugeot
Immerse yourself in the feline and instinctive DNA of Peugeot
Le projet
Background
Over the past 10 years, the Peugeot brand has been working on upgrading its vehicles, which was rewarded by numerous awards and, above all, by its millions of customers in the 160 countries where it is implanted.
The “Marque” is now part of Stellantis, the world's fourth largest automotive group, resulting from the merge between (the) PSA Group and FCA. Within this new entity, the Peugeot Brand enters with confidence and enthusiasm into an era of profound revolutions in the automotive sector: electrification and new energies, new uses and mobilities, reinforced internationalization.
Having just celebrated its 210th anniversary and equipped with a completely renewed, electrified range, Peugeot is completing this move upmarket and up-market by working on the design of the Brand itself and revealing its new emblem.
To project itself into the future, Peugeot reaffirms its leading position as a top-of-the-range generalist manufacturer, its authority and, beyond its models, wishes to strengthen and develop the preference for its “Marque”.
Insight
Immerse yourself in the feline and instinctive DNA of the Brand to reveal its new face and its new global experience.
Idea
To enrich the logotype created by the Peugeot Design Lab teams, W worked on the concept of revelation and translated it into a transversal and consistent territory across all points of contact.
Inspired by the light tunnel on production lines, our vertical structure functions as a revealer. A bright point of light emerges, widening as it goes along to reveal a grid, first in 2D, then in 3D, where text, images and graphics appear.
Beyond the graphic system, the Brand and its vocabulary have been thought in motion, for new uses, digital first. The Brand takes the form of an icon, an ultra-simplified version of the coat-of-arms, for use on all formats; on digital (UI/UX, motion language, films), but also deployed on new lifestyle and merchandising collections.
A tight chromatic palette, like a supernova, it refers to the powerful explosion of a star, from black to white, with a bright, radiant, vivid and clear blue.
Coming soon: a new associated retail experience.
