PEUGEOT roars into 2021 with new brand identity including a rare update for iconic lion emblem

01 March 2021

PEUGEOT has launched a new logo and brand identity in only the 11th update to its iconic lion emblem since 1850. Created by the PEUGEOT Design Lab and featuring a roaring lion’s head inside a coat of arms, the new design is part of PEUGEOT’s latest brand identity developed around the concept of ‘time’ and living in the moment.

The new visual language reflects PEUGEOT’s bold electrification strategy and its desire to enhance the ownership experience through pioneering new technologies.

The new PEUGEOT logo features an all-new take on the iconic PEUGEOT lion, with a roaring lion’s head inside a new PEUGEOT coat of arms. The emblem has been created to acknowledge PEUGEOT’s evolution as a brand, its innovative and successful model line-up and its continuing transition to electrification, having committed to offering an electrified variant across its entire model line-up by 2025.

The new look will be accompanied by an international campaign and new-look website, as well as a new lifestyle collection of clothing and accessories later this year. The new logo also showcases PEUGEOT as a timeless brand, celebrating its more than 210-year history, while also looking to the future, towards new technologies and innovations provided by the new Stellantis partnership.

The logo has been designed to last and will feature proudly across all new models, starting with the all-new PEUGEOT 308, which will make its world premiere later this year.

Julie David, Managing Director, PEUGEOT UK, said: “A new logo and brand identity are significant developments for any marque, let alone PEUGEOT, who has a history spanning more than 210 years. The new logo reflects our changing model line-up and new philosophy around living in the moment, and we are very excited to showcase both the logo and the brand identity to our customers this year.

The new brand identity celebrates the concept of ‘time’ and living in the moment. Time is an increasingly rare commodity in today’s world and PEUGEOT is looking to help people make the most of every day, through new technologies and innovations. It is working to streamline the customer journey, from purchasing their new car to every aspect of driving and owning a vehicle.

PEUGEOT has produced its first brand campaign in 10 years: THE LIONS OF OUR TIME.
A new ‘LIONS OF OUR TIME’ campaign and new website will launch in March, and will feature both new and existing PEUGEOT customers. The campaign aims to celebrate ‘Today’s Lions’ of all ages and cultures and highlight the value of quality time in our lives.

The international campaign will be followed by a new PEUGEOT lifestyle collection, featuring everything from clothing and leather goods to electronic accessories and stationery. The new collection will echo PEUGEOT’s attention to detail and design when it launches later in the year.  


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