Citroën is one of the most iconic French automobile manufacturers that boasts a rich history marked by innovation and creativity. Founded in 1919 by Andre Gustave Citroën, it is the first automobile company in Europe to have adopted the assembly line production technique inspired by Ford. A key element of its brand identity has been its logo, which has evolved over the years while maintaining its distinct “double chevron” design. The logo symbolizes precision and engineering excellence, and reflects the heritage of the company in gear-cutting technology. The article delves into the various logo changes over the years.
The Genesis of the Citroën Logo (1919 – 1922)
The first Citroën logo was introduced in 1919 and featured a yellow double-chevron pattern or a double arrow design inside a dark blue oval. This design was a direct reference to the helical gears produced by the first company of Citroën. The colour combination of yellow and blue was chosen to represent reliability, strength, and innovation.
(1922 – 1932)
In 1922, Citroën refined its logo by incorporating a sharper and more stylised chevron pattern. The emblem evolved into an octagonal shape, and the lines were made more defined to give it a bolder look. Also, blue was made the dominant colour of the octagon, while the yellow colour was made bolder and brighter. This version of the logo was used on the early Citroën vehicles to help them establish brand recognition.
(1932 – 1935)
In this logo design, the symbol of a geometric white swan was introduced. It had black accents and was placed beneath massive double chevrons. The left-facing swan floating on blue wavy lines denoting water was surrounded by a golden circle. Besides, the blue wavy lines featured the company name “Citroen.”
(1935 – 1959)
In 1935, Citroën introduced a yellow circular emblem enclosed within a blue octagon containing a streamlined double-chevron pattern inside. The new logo had a more modern and futuristic feel and aligned with the design trends of that era. The brand name “Citroen” in uppercase and executed using a simple sans-serif typeface appeared below the chevrons. Also, the letter “i” featured a dot on its top to balance the double dots on top of the letter “e.”
(1959 – 1966)
In 1959, the wordmark was removed, and the chevrons (arrows) were made three-dimensional and larger in size. Devoid of any blue, the yellow chevrons with a shadow effect were surrounded by a horizontally oriented oval.
(1966 – 1985)
During this period, the original colour palette was brought back, but the three-dimensional chevrons of the previous logo were retained. Placed inside a blue square with a thick yellow outline, the chevrons enclosed within a white oval were accompanied by the brand name in uppercase placed at the bottom. Further, the brand name written in a thick blue typeface in uppercase was placed inside a small white rectangle.
(1985 – 2009)
In 1985, Citroën made one of its most significant logo changes. The brand introduced an emblem comprising a small red square background with white chevrons inside to symbolise energy, dynamism, and passion. The bigger brand name written in a black sans-serif typeface was placed below the emblem. This logo became one of the most recognisable versions in the brand’s history and was used extensively for over two decades.
(2009 – 2016)
As digital branding became increasingly important, Citroën redesigned its logo in 2009 to adopt a more modern and three-dimensional look. The new design featured silver chevrons with a chrome effect and a subtle gradient. This gave the logo depth and a contemporary aesthetic. The background was removed and the brand name with little curved letters was written at the bottom in a bright red colour palette.
(2016 – 2019)
In 2016, Citroën opted for a flat, two-dimensional version of the logo. This change aligned with the global trend of simplifying logos for digital use and ensured clarity and adaptability across different media platforms. Interestingly, grey was the sole colour used in the logo for the first time, be it for the chevrons or the brand name in a custom typeface.
(2019 – 2022)
The 2019 logo redesign was a refinement of the previous logo. It saw a darker and deeper grey tone to appear more professional. Besides, the chevrons appeared narrow and more compact to balance the whole design. The previous custom typeface for the brand name got the darker and deeper colour tone as well.
(2021 – 2022)
In the 2021 logo redesign, the small chevrons in solid black were placed to the left of the large brand name in black uppercase—all against a white background.
(2022 – Present)
The 2022 logo redesign saw the thick, solid black chevrons enclosed within an oval frame. Beneath this was placed a futuristic brand name, “Citroen,” in uppercase and executed in a sleek sans-serif typeface. The individual letters of the brand name appear to be horizontally extended.
The Elements of the Citroën Logo
Font
Although there is no official information about the font used in the Citroën logo, it appears to be a sans-serif typeface. The latest logo uses a sharper font, resulting in the letters appearing more curved. Modern and bold, the font is easy to read.
Colour
The latest Citroën logo features a black and white colour palette. However, the previous ones did experiment with a number of colours, namely, yellow, silver, blue, and red.
The History of Citroën
Citroën was founded in 1919 by André Citroën, who was a visionary French industrialist. Before entering the automobile industry, he was involved in the production of helical gears, which he later used in the famous double-chevron logo for the company. Inspired by Henry Ford’s mass production methods, Citroën became the first European car manufacturer to implement assembly line production. This revolutionised the French automotive industry.
The first car of the company, the Citroën Type A, was launched in 1919. It was an affordable, mass-produced vehicle that was designed for the average consumer. This was followed by the Citroën B2 and Citroën C4, which helped the company gain a strong foothold in the European market. During the 1930s, Citroën introduced several groundbreaking innovations. In 1934, it launched the Citroën Traction Avant, which was the first mass-produced car with front-wheel drive, unibody construction, and independent suspension. This model set a new standard in automobile engineering.
However, the cost of developing the Traction Avant led to financial difficulties, and Citroën was forced to declare bankruptcy. In 1935, the Michelin tire company, one of Citroën’s major creditors, took over the company. Unfortunately, André Citroën passed away the same year. After World War II, Citroën unveiled one of its most iconic models—the Citroën 2CV (Deux Chevaux) in 1948.
Designed as an affordable car for rural France, it featured a simple but innovative design, which included front-wheel drive, an air-cooled engine, and a soft, rolling suspension for rough terrain. The 2CV became a massive success and remained in production until 1990. Citroën continued to push the boundaries of automotive design. In 1955, it launched the Citroën DS, a car that stunned the world with its futuristic design, hydropneumatics suspension, power steering, and disc brakes. The DS became a symbol of French innovation and luxury.
In the 1970s, Citroën expanded its portfolio by acquiring Maserati, which led to the development of the high-performance Citroën SM in 1970. However, financial troubles hit again due to the costs of developing complex new technologies. In 1974, the company was forced to merge with Peugeot to form the PSA Peugeot Citroën Group in 1976. Under the ownership of PSA, Citroën focused on mainstream and innovative cars. The Citroën BX (1982) and Citroën XM (1989) continued the tradition of advanced suspension systems and aerodynamic design.
During the 1990s and 2000s, Citroën launched successful models like the Citroën Saxo, Xsara Picasso, and C5, which appealed to a broader audience while maintaining unique design elements. In recent years, Citroën has embraced modern design and electrification. The Citroën C3, C4 Cactus, and C5 Aircross have been notable models featuring progressive hydraulic suspension for comfort. As part of Stellantis, the group formed from the merger of PSA and Fiat Chrysler in 2021, Citroën has expanded its focus on electric mobility. It has introduced the Citroën Ami, a compact urban EV, and electrified versions of its mainstream models.
Interesting Facts About Citroën
- Citroën was the first European automobile company to adopt an assembly line production method inspired by Henry Ford’s techniques.
- The double-chevron logo represents a type of helical gear that the first company of André Citroën produced before he started making cars.
- In 1922-23, Citroën organised the first motorised crossing of the Sahara Desert by using specially designed half-track vehicles.
- In 1962, the French President Charles de Gaulle survived an assassination attempt thanks to the Citroën DS. The hydropneumatics suspension of the car allowed it to keep driving even after its tyres were shot.
- The 2CV (Deux Chevaux) was designed for French farmers. It had a soft suspension, which enabled it to cross a ploughed field without breaking eggs in a basket.
- The Citroën GS and CX models had a unique single-spoke steering wheel, which gave them a futuristic and minimalist look.
- The 1934 Citroën Traction Avant was the world’s first mass-produced front-wheel drive car and was a revolutionary technology at the time.
- In the early 1970s, Citroën owned Maserati and developed the high-performance Citroën SM, which had a Maserati V6 engine.
- Due to the self-levelling suspension, a Citroën DS could drive with a missing wheel. This was demonstrated during an emergency situation with Charles de Gaulle.
- From 1925 to 1934, the Citroën name was displayed using 250,000 light bulbs on the Eiffel Tower. This made it the largest advertisement in the world at the time.
- The Citroën Xantia Activa (1994) featured a special anti-roll system, which made it one of the best-handling front-wheel-drive cars ever.
- The Citroën Ami, released in 2020, is a tiny electric car with a top speed of just 28 mph (45 km/h). It has been designed exclusively for urban commuting.
- Citroën dominated the World Rally Championship (WRC) with the Citroën Xsara, C4, and DS3. This was due to the legendary driver Sébastien Loeb, who won nine consecutive titles.
- The Citroën DS had a mushroom-shaped brake button instead of a traditional brake pedal.
- The C4 Cactus introduced “Airbumps”, which are soft rubber panels on the doors designed to protect against small bumps and scratches in urban environments.
Finally
The Citroën logo has undergone multiple changes over the past century, wherein each change reflects the evolution of the brand in design and engineering. Despite these changes, the double-chevron symbol has remained a constant and represents the enduring commitment of the company to innovation and quality.