Citroën's new brand campaign brings to life their new brand signature, "Inspired by you", through a short film to promote their key message, “Our vision of mobility comes from your desire for freedom”.
The film transports the viewer through time following a hitchhiker's desire for freedom as he becomes a passenger on board various Citroën vehicles from different eras before he glimpses into the future to see the CXPERIENCE concept car.
Arnaud Belloni, Senior Vice President of Marketing & Communication at Citroën commented, “If Citroën has remained such a popular brand for nearly 100 years, it is because we have been inspired by the lives of ordinary people for generations: from the student in 2CV or C1, to the President of the Republic in CX or C6. Following the launch of the ‘Citroën Inspired By You’ brand signature less than two years ago, this new film showcases a few of the iconic cars that have shaped our heritage, without being a historical film. The brand has always been able to keenly observe people’s expectations for their vehicles and for mobility in general. This shared history also resonates with our current range, with its unique design and best-in-class comfort."
1919 – 1921: In 1900, André Citroën bought and began to use a Polish patent for cutting gears in the form of chevrons. When he decided to pursue car manufacturing in 1919, he again used the double chevron, a symbol of his success. The first logo showed chevrons in shades of yellow on a blue background.
1921 – 1959: In 1921, the first version of the logo appeared. The oval was replaced by a hexagon against a blue background, in order to make the yellow chevrons stand out. In 1936, the Citroën name was also visible on the logo.
1932 – 1935: At the start of the 1930s, a parallel logo was introduced. It was a drawing of a swan floating on Citroën chevrons. This bird, a symbol of the new floating-power engine, was used as a hood ornament on certain Rosalie cars.
1959 – 1966: A new visual identity was unveiled by Citroën in 1959. The yellow chevrons remained present on the logo, now surpassing the outline of the white ellipse. Two colours of chevrons were made available; the first, in yellow for agents, and the second in gold for car dealers.
1966 – 1985: From 1966, the ellipse and the yellow chevrons were still present but were now set in a blue square with ‘Citroën’ written beneath the logo.
1985 – 2009: In 1985, the brand underwent a radical change. In order to modernise and rejuvenate its image, Citroën decided to use new colours. Blue and yellow were replaced by red and white, so that white chevrons were set in a red square.
2009 – 2016: In 2009, Citroën unveiled a completely new logo with rounded, 3D, metallic chevrons and the brand’s name written in red below. This approach followed the same strategy as the previous logo, aiming to create a more modernised image of the brand.
2016 – present: In 2016, Citroën introduced a new 2D version of the logo. Taking inspiration from flat design, this version of the logo sticks to the essentials in order to be more easily identifiable.
2CV: 1948 – 1990: Upon its first noted appearance at the 1948 Paris Auto Show, 2CV was described as ‘four wheels under an umbrella’ that could ‘carry a basket of eggs across a field without breaking a single one’. The TPV (‘Très Petite Voiture’) was an instant hit on the market. 3,868,634 cars were manufactured.
Type H: 1948 – 1981: Known the world over and often revisited as a Food Truck in subsequent decades, Type H was a legendary car that demonstrated, over 40 years, the efficiency of its innovative design for a utility vehicle of the era. Throughout these glory years, 473,289 cars were manufactured.
Méhari: 1968 – 1987: Emblematic for its 100% plastic bodywork that was resistant to scratches and corrosion, Méhari was a highly popular convertible thanks to its utility and affordable price. 743,740 cars were manufactured.
CX: 1974 – 1991: Named Car of the Year in 1974, CX represents the Citroën high-end car during the 1970s. Particularly innovative, its creators were the forerunners of hands-free controls for drivers. 1,169,695 sales made in the space of 15 years.
Visa: 1978 – 1988: Visa was the small hatchback that made a big impression. Various special series and variants, in particular for sporting competitions, emphasised its notoriety. During its 10 years on the market, 1,254,390 units were manufactured. In 1988, its GTi version was the focus of a highly popular commercial that featured the aircraft carrier Clémenceau.
New C3 Aircross: since 2017: New C3 Aircross, presented for the first time at the 2017 Frankfurt Motor Show, stands apart from other SUVs available on the market for its design, comfort and best-in-class modularity. A connected car equipped with 12 driver assistance technologies, New C3 Aircross has already notched up 60,000 sales in Europe.
New C4 Cactus hatchback: since 2018: New C4 Cactus is Citroën’s ultra-comfortable hatchback, the first in Europe to use the Progressive Hydraulic Cushions™ suspension system and first in the world to feature the Advanced Comfort seats.
CXPERIENCE: revealed in 2016: Presented at the 2016 Paris Motor Show, the CXPERIENCE concept car reinterpreted the codes of the high-end hatchback and allowed Citroën to highlight its creativity in terms of design, comfort and technology.