Citroën: The egg
did come first after all
10/13/2022 Citroën recently launched a completely new brand identity – spanning the logo, colours, even the tagline. Horizont Magazine asked design and branding experts what they thought. Jürgen Adolph, Director KMS TEAM Düsseldorf, was part of this expert analysis and provided the following assessment:
»The chevrons are finally pointy and sharp. It’s a shame that there’s yet another oval shape to add to the dozens of automobile logos that already exist. The chevrons were much more elegant on their own. Like on the rear of the old DS – those were divine.
Probably no one since Columbus’s times has attempted to use an upright oval for a logo. Okay, if André Citroën drew it that way back then, it could be referring to the glorious history of this venerable brand – but only in theory. Who other than so-called ›design experts‹ knows anything about the history of the logo and André’s role in creating it?
The overall feel is far less progressive and impactful than it was 103 years ago. The Citroën brand and the brilliantly independent essence of the logo deserve better. I give it two stars.«