CITROEN has revealed a fresh corporate brand identity and logo, signalling the start of a new era for the 103-year-old brand.

The new look reinterprets the original logo first adopted by founder Andre Citroen, inspired by the success of his first metalworking company producing chevron-shaped ‘herringbone' gear systems.

The familiar "deux chevrons" has remained at the heart of Citroen's identity ever since.

The new emblem signposts the brand's transition and evolution and will debut at the end of September on a significant Citroen concept.

The new logo will then progressively feature on future Citroen production and concept vehicles from mid-2023.

Citroen's global brand designer Alexandre Revert said: "As we look to the future, it was logical for us to close the loop by coming back graphically to Andre Citroen's first logo which represented the genuine promise of affordable and innovative mobility for all.

"Progressively moving to a more prominent and visible brand signature for our future designs is a significant if subtle evolution, where the precision of the technical, functional chevrons are embraced by and contrasted with the warmth and almost human softness of the oval that surrounds them."

Complementing the new logo is a fresh corporate brand identity programme and new brand signature - "Nothing Moves Us Like Citroen" - which will start to be used in corporate and product communications and activities.

The new identity took inspiration from more intimate non-automotive brands, including cosmetics and apparel, to convey a warmer expression of the brand that is easy on the eyes when experienced in different settings.

Particular care has been given to the design to ensure the digital experience meets the expectations of new customers for ergonomics and aesthetics - including providing a ‘dark mode' option - fully meeting the needs and requirements for online sales.

In addition, a new animatic language is under development to integrate the new identity in all digital touchpoints, both inside the vehicle through HMI screens and outside in the My Citroen App.

The new identity will also extend beyond the digital environment and use of the new logo on and in vehicles to embrace all elements of the company's corporate identity, from merchandising and documentation to dealerships and corporate building signage.

The comfortable and familiar "La Maison Citroen" retail interior concept will also continue to be enhanced. A fresh, simplified colour palette and new lettering evolved from Citroen's current fonts will complement the logo and further enhance the new brand identity.

Citroen chief executive Vincent Cobee said: "As we embark on probably the most exciting chapter in our illustrious 103-year history, the time is right for Citroën to adopt a modern and contemporary new look. Our new identity is an elegant symbol of progress as we move our customers physically in daring, forward-looking vehicles that challenge traditional industry rules, and emotionally by ensuring their entire experience - particularly going electric - is more affordable, comfortable, and enjoyable whatever their wants and needs.

"Our legacy of inspiring consumers with daring and revolutionary vehicles is energising us to adopt a different, more inclusive approach to future family mobility, and we firmly believe that customers past, present and future will agree that nothing moves us like Citroen."