Peugeot: PEUGEOT CORPORATE IDENTITY

Credits & Description:

Category: Large Scale Corporate Identity Schemes

Advertiser: PEUGEOT

Product/Service: PEUGEOT

Agency: BETC DESIGN

Date of First Appearance: Jan 8 2010 12:00AM

Entrant Company: BETC DESIGN , Paris, FRANCE

Managing Director: Cristophe Pradere (BETC Design)

Senior Creative Manager: Aurelia Jacques (BETC Design)

Senior Creative Manager: Sebastien Leridon (BETC Design)

Design Manager: Beatrice Poulain (BETC Design)

Design Manager: Magali Thiery (BETC Design)

Media placement: CORPORATE VISUAL IDENTITY - INTERNATIONAL RELEASE - 8 JANUARY 2010



Describe the challenges and key objectives

The key objectives were the new visual identity to be iconic of the main values of the brand, to drive the brand culture by developing a language specifically to its wealth and uniqueness, and to coordinate the brand language throughout a common identitary system.
The main challenges in terms of new brand positioning were to enact Peugeot as an active stakeholder in environmental and urban mobility issues, and to be commited to sensations and emotions. Indeed the 'motion & emotion' claim has been found.



Describe the brief from the client

The central issue was to rebuild Peugeot's image and redefine its positioning through three major values promoted by the car manufacturer: allure, modernity, emotion. Indeed our work was to refit at its best the identitary system of the corporation in these values in order to strenghten its identity. This would include the corporate logo, font and graphic identity.



Describe how you arrived at the final design

Some main brand codes needed to remain in the final design : the lion and the blue color which are the main identitary signs of Peugeot. Our creative processes were as following :
- the blue square surrounding the lion had to be erased, to fit with the market standards and open up the lion to drive the motion value of the brand
- the new usage of the blue color : a darker blue to emphasise with the brand modernity and injected in a more elegant font.
- a white border is applied to all corporate graphic supports.



Give some indication of how successful the outcome was in the market

This new corporate visual identity is hard to quantify on the market, however it enables the corporation to set itself as an international company with an unified visual identity.