Citroen has been pursuing legal action against Polestar for more than three years, claiming that the chevrons in the insignia of the Swedish automaker are very similar to those of Citroen. On September 1st, without any prior warning or explanation, the discussion about the law was abruptly terminated. “The complaints have been retracted. The corporation said that the matter was resolved and declined to make any further remarks. Citroen, on the other hand, rejects the notion that its purported “legal talks” with Polestar are responsible for the brand’s recent identity shift in any manner.
Indeed, only a few days ago, the French car manufacturer debuted an updated version of the well-known logo it has used for decades. The corporation claims that the oval symbol with the double corner communicates the progression of the brand. However, the news announcement that was produced by Citroen fails to make any reference to the iteration that was made the previous year.
In October of 2021, the firm debuted a new chevrons logo along with a Citroen wordmark that was rendered in a different corporate font. The branding was going to be used in digital settings in addition to conventional visual forms of communication.
It is very clear that the corporation did not place a great deal of faith in that variant. Even at this late date, the logo that Citroen debuted in 2016 may be seen on the company’s websites. The chromed chevrons are still used for the automobiles that are produced by the firm. Citroen, like many other automobile manufacturers, differentiates between the brand logo used for marketing and communications and the brand insignia used on automobiles and other Citroen goods.
The current logo for the company is based on the design of the Citroen insignia that was first introduced in 1919; however, the chevrons have been encircled by an oval once more since the 1980s. In contrast to the earlier iterations, the corners have been sharpened. In order to make the wordmark more consistent with the new look of the logo, bigger letters with pointed corners were added.
Citroen claims that the brand’s whole identity is being updated, including the logo, as part of the process. According to the rest of the news release, the French company intends to use this to draw attention to its goal of achieving e-mobility and to broaden its DNA in the direction of making its products more accessible, bold, and healthy for consumers.
The double-cornered oval will be utilised not only in the internet environment but also for vehicles, embracing all of the parts of the branding, from products to the signboards for dealerships. This will expand the usage of the oval beyond the realm of digital environments. The business has also said that it would be launching a new design direction speaking the language of the design language of future automobiles, in which the symbol will become a distinctive component of the Citroen identity.