Peugeot revives historic logo in bold rebranding move

28 February 2021 - autocar

Peugeot revives historic logo in bold rebranding move

1960s-style lion emblem, as featured on retro e-Legend concept, arrives ahead of new 308 launch

Peugeot has revealed a completely new logo inspired by its heritage as it gears up to launch the new 308 and embarks on a shift upmarket.

The design is familiar from 2018's retro-styled e-Legend concept and features a two-dimensional interpretation of the brand's trademark lion emblem, emblazoned on a shield-shaped background.

It has been shown following Peugeot's recent integration into the new Stellantis auto giant, but CEO Linda Jackson said it had been in development "since before we even started thinking about Stellantis". In 2020, Peugeot celebrated its 210th anniversary and claims to be "the world's oldest surviving automobile brand".

The new emblem will first appear in Peugeot's promotional material and at dealerships, before being rolled out to production vehicles, starting with the reinvented 308 hatchback, which is due to be revealed in the coming months. By the end of 2023, all dealer sites will be completely rebranded.

It is the 11th logo to be used by the French marque since 1850 and will be rolled out as part of Peugeot's transition to electrification. By the end of 2021, the brand plans for 80% of its European sales to be electrified models, and 100% by 2025. 

A retro design language was chosen for the new branding, Peugeot said, to "celebrate the concept of ‘time’ and living in the moment". It makes references to both Peugeot's heritage and future, the brand claimed, much like the e-Legend, which paired a high-output electric powertrain with styling inspired by the 1968 Peugeot 504 Coupé.

There remains no indication that Peugeot plans to put the concept into production, even despite the roll-out of its distinctive badge, but elements of its exterior design and interior layout will likely influence future production models. 

The 308 family hatchback will be the first car to wear the new badge and will be unveiled this year as a radical reinvention of Peugeot's Ford Focus rival. Prototypes give no indication of retro styling cues, but the design will be radically overhauled to bring the model into line with the newer 208, 2008 and 508, while its updated EMP2 platform will accommodate petrol, diesel and plug-in hybrid powertrain options. 

News By Tags

A1A2ACAPAcidentealfa romeoAlfa Romeo GiuliaAlgarveAljustrelAmaranteappleArcos de ValdevezAssociação Automóvel de Portugalaston martinauctionaudiAudi A3Audi A4Audi A6Audi e-tronAudi q8Audi Rs4Audi Rs6Autódromo Internacional do AlgarveBarreiroBejabentleybikebikesBMWBMW 2 SeriesBMW 4 SeriesBMW 8 seriesBMW M3BMW M4BMW m5BMW X3BMW X5BMW x7bmw z4bombeirosBragaBrasilBrazilBrexitBugattibuying guideCabrioCaminhaCampeonato de Portugal de KartingCampeonato Nacional de Velocidadecar rentCarlos GhosnCarro elétricocarros usadosCarta de conduçãoCascaisCastelo BrancochinaChryslercitroenclassicclassic carclassicsCoimbraconvertiblecoronavirusCrash Testcrash testsCristiano RonaldoCupraCupra Formentorcustom cardaciaDacia DusterDacia Sanderodieseldiesel scandaldieselgatedrag raceDucatielectricEMELemissionsEspanhaEspinhoEstacionamentoestradasEUEuropaeuropeevFafeFaroFCAFederação de Motociclismo de PortugalFerrariFiatFiat 500Fiat 500eFiat 500XFiat PandafordFord FiestaFord Focusformula 1FranceFrankfurt Motor ShowGenesisGeneva Motor ShowGermanyGNRGondomarGoogleGovernoGuimarãeshondaHonda CivichybridHyundaiHyundai i20Hyundai Santa FeHyundai TucsonISVitaliaItalyJaguarjeepJeep CompassJeep GladiatorJeep WranglerkiaLA Auto ShowLamborghiniLancialand roverLand Rover DefenderLand Rover DiscoveryLeirialexusLisboaLisbonLotusLouléMaçãoMadeiraMaiaMarco de CanavesesMatosinhosmatrículasmazdaMazda CX-5Mazda MiataMcLarenMercado automóvelmercedesMercedes A-classMercedes S-ClassmetroMGminiMini CooperMini CountrymanMini John Cooper WorksMitsubishiMitsubishi OutlanderMontalegreMorganMOTOCROSS E ENDUROmotorcyclemotorsportNew York Auto ShownissanNissan LeafNissan QashqaiOlhãoopelOpel AstraOpel CorsaOpel MokkaOvarPalmelaparcómetrosParedesPenafielPeugeotPeugeot 208Peugeot 508Peugeot 508 SWpickuppolicePonte de LimaPorschePorsche 911Porsche CayennePorsche MacanPorsche TaycanPorsche Taycan Cross TurismoportagensPortimãoPortoPortugalpreçosProdução automóvelPSAPSPradaresRalicrossRamRange RoverRange Rover EvoquerecallrenaultRenault CapturRenault DusterRenault MeganeRenault Zoerent a carrestorationsafetysafety ratingsSafety testsSamsungSanta Maria da FeiraSantaremSão MiguelseatSeat CupraSeat LeonSeat TarracoSergio MarchionneSetubalSintraskodasmartSmart ForTwospainspy shotsStellantissubarusupercarssuvsuzukiSuzuki JimnytaxitechnologyteslaTesla Model 3Tokyo Motor ShowtoyotaToyota AygoToyota Hiluxtoyota supraToyota YarisTroféu BetatrucktuninguberukUnited StatesUSAused car buying guideValençaValongovendasVendas de carrosViana do CasteloVieira do MinhoVila Nova de FamalicãoVila Nova de GaiaVila RealVila VerdeViseuvolkswagenVolkswagen GolfVolkswagen ID.4Volkswagen T-RocvolvoVolvo XC40vwVW CaddyVW golfVW PoloVW T-RocYamaha