What was TG’s favourite brand refresh of 2022?

There’s nothing a good overhaul of your corporate identity won’t solve, as your grandma always used to say. A saying that Citroen took to its heart with the reveal of a “proud new” logo back in September that heralds the bold new era of electrification for the storied brand. No one is exactly sure what this sort of thing means, but it sounds lovely. 

This new Citroen logo (that looks much the same as the old one, but slightly different) is the 10th time that the French firm has changed its look in 103 years, keeping the chichi marketing agencies of Paris in business. Citroen says it’s developed a new “animatic language” for its infotainment systems – even the way a logo swims across your screen is important these days. Just watch out for a “new phone, who dis?” next time you get in your C3 Aircross.

The rebranding will also mean updates to dealerships the world over, but the firm says that it will maintain its “comfortable and familiar ‘La Maison Citroen’ retail interior concept”, whatever that means. Evolution, not revolution we suppose. New seats, perhaps? Upgraded coffee cups while you wait to speak to a service agent, perhaps. 

So what does this new logo say about the company? Well, it’s very much like the first one from 1919, so if you were feeling uncharitable you’d say that Citroen has run out of ideas. But we’re not, so we’ll say it looks like an expensive Easter egg. Admittedly when you look back over recent efforts, the chevrons haven’t been this pointy since Citroen’s Eighties heyday – a sign of growing confidence? Only time will tell.