Keeping Up With The Times
The recent overhaul of Peugeot’s visual identity seems to have two aims: to update their overall branding to reflect a changing landscape in the automotive industry and to try to adapt their purchasing model to improve on an ancient way of buying cars with the introduction of an online showroom.
There are many reasons so many car manufacturers have changed their logos of late. VW group, for example, had a flat logo up until 1995 when the use of photoshop and computers brought about more 3d and textured looking logos. This was not just the case for VW but the vast majority of car companies. What we are seeing now is a return to a flat style logo that works much better in an online world. It creates a cleaner look for the consumer so that things don’t look so much like a visual jumble sale.
When you throw global warming in the mix, causing a much-needed shift to electric cars, and the historic redundant way of buying cars, a change was overdue. If you have ever gone to purchase a car you will know the elongated process of visiting different dealers, fluctuating costs, servicing add ons, third party finance offers. It’s an absolute mine-field. Tesla was one of the first to introduce a focus on purchasing your car online. Their showrooms are paired back and the majority of their sales are made via their website. Peugeot has gone for a different approach by getting people to book an appointment for a video chat where a sales assistant will show you around the showroom.
This, in large, is a reaction to the global pandemic. But the adaptation of how we buy cars is being dragged into the 21st century due to this. It has made these manufactures think more about the user experience and design their websites, logos and user journeys in a way that is more fitting to the modern-day buyer.
Peugeot has brought about a new logo that is a simplified version of its 1960’s logo. The change is a reaction to consumer experience changing so rapidly. On top of this, the new logo reflects its aim to become more of an upmarket band. I spoke, in my last post, about how brands often pair things back over time and simplicity being key. They have updated their typeface to fit the new brand feel and their colour palette with some dark colours that give a more high-end feel.
Peugeot’s new logo takes inspiration from it’s former 1960’s logo
It’s always interesting to see brands evolve and change with the times and Peugeot’s new coat of arms does have more appeal than their recent logo iterations. While many have changed their logos recently, it’s refreshing to see a complete rebrand that takes into account where the company wants to position itself in the market and adapt accordingly. Over time companies can stray from their overall brand values and lose touch with what connected them with their customers in the first place. Hopefully, we see more innovation through this industry that shows off how not just brand identity, but UX can really augment the public perception of a brand, in a positive way, all thanks to design.
What do you think about the new logo? Do you think it suits the brand? Let me know over on my IG post.
