Peugeot has brought together a multicultural talent pool to design its new brand identity. The new and updated lion logo introduces a new visual identity for Peugeot, with a focus on minimalism and more elegance. This is not just a new logo, but a completely new experience for users, from the brand's website to its retailers.
Matthias Hossan, Peugeot Design Director, said, “With over two centuries of history, Peugeot is a pioneer of mobility and a legendary brand for automobiles and bicycles. This emblem and this new brand identity are a link between our history and our vision for the future. This logo has been conceived, designed and developed in-house with the same stringent requirements that we apply to every detail of our vehicles: the quality of materials, the quality of execution and the quality of the finish.”
Peugeot Design Lab, the instigator of PEUGEOT's new identity
To create the new logo, Peugeot designers from different areas of expertise (exterior style, colours and materials) joined forces with the Peugeot Design Lab studio teams. Specialising in Global Brand Design, the studio designs products and services for clients outside the automotive sector.
Arnault Gournac, Director of the Peugeot Design Lab studio said, " Peugeot is the only manufacturer to have developed its identity in-house. The studio acts as a laboratory of ideas for Peugeot and the other Stellantis group brands in non-automotive territories.”
Peugeot’s new logo has been designed to last. This magnificent emblem, decorated with a Lion's head in profile, embodies the past, present and future of Peugeot. The sculpture of the XXL lion, an ambassador with an assertive posture, was the first stone laid to define its style.
LIONS OF OUR TIME Campaign
Peugeot marketing teams in collaboration with the open agency is launching a global campaign to support its new brand identity, a first for the brand in 10 years. The ‘Lions Of Our Time’ campaign was devised to redefining the mindset of a Lion in 2021: to go beyond the quest of power or money, to share the philosophy of those who class self-fulfilment as quality time. Peugeot is revealing this new look to the world as a brand in touch with its time and encourages everyone to join the Lion community.
Arriving in showrooms later this year, the new Peugeot 308 will be the first car to proudly wear the new Peugeot logo. The new model combines an attractive new design and a premium interior with class-leading technology and safety in the compact family car segment. Powerful and efficient plug-in hybrid engines are available for the first time on this model, and are complemented by advanced petrol and diesel powertrains. With a range of new trim levels, the new Peugeot 308 will arrive in showrooms later this year.
The new Peugeot 308 is equipped with the latest-generation driving aids and the Peugeot i-Cockpit® with 3D technology, plus i-Connect® Advanced, an infotainment system that is intuitive to use and always keeps you connected. The interior of the new 308 offers greater space and comfort, while carefully chosen materials emphasize the high-quality finish. Efficiency and performance are also enhanced with new aerodynamic details.
The new 308 is available with two plug-in hybrid powertrains as well as efficient petrol and diesel engines, giving buyers the power of choice to choose the powertrain that best meets their needs. By 2025 Peugeot will offer an electrified variant across its entire model line-up.
Julie David, Managing Director of Peugeot UK, said: “The compact family car class remains one of the most important and competitive segments - and one in which Peugeot has a proud record of success. It is therefore very exciting to be launching the new 308, which is one of the most efficient, practical, and technologically advanced offerings in the market. With the addition of plug-in hybrid powertrains for the first time, the new 308 represents another significant step in our commitment to have an electrified variant of every new Peugeot model by 2025.”