Affected by technology companies, flat car LOGOs have also become popular in the automotive industry in recent years, and many car companies have joined the trend of changing labels. However, the car logo is like a human face, which originally has a unique recognition. Once the face is replaced with a "plastic surgery", the recognition will not only decrease, but also need to adapt again. From a familiar "face" to a familiar "stranger", is these brands successful or failed to change their logos?
Citroen : It looks the same as Xiamen Jinlu !
At the end of September, Citroen announced its latest brand logo. The new brand logo was inspired by the oval double arrow icon first used by Citroen in 1919, but the overall design was flatter. It is worth mentioning that this is the 10th time that Citroen, which has a history of a century, has changed its logo. With the brand logo, there is also a brand new brand slogan, "Nothing Moves Us Like Citron".
However, some sharp-eyed netizens found that Citroen's new logo is very similar to Xiamen Jinpassenger Bus . The two are like the difference between fat and thin, with a similarity of up to 90%. Since Citroen pays tribute to the "old car logo", there is no plagiarism. However, Citroen seems to be less recognizable after changing the logo. After all, Citroen has fallen into a state of sluggish sales in recent years, and its holdings are not as high as other mainstream brands. It is probably even more difficult to attract attention when it changes its image at this time.
However, Citroen itself is still relatively confident. It is understood that Citroen is heading towards the goal of "making electric car that everyone can afford". Starting next year, the new logo will be gradually applied to Citroen's mass-produced models. Don’t be surprised to see the new logo at that time. It is really not a new model of Xiamen Jinlu!
Peugeot : This lion is a bit fierce
are also a brand under the PSA Group. Peugeot was earlier than Citroen and replaced the brand new brand logo in 2021. However, it was not until after Dongfeng Peugeot's new 408 that we saw a new model equipped with a new model for the first time. You can see that the image of the new lion logo has been greatly changed, from a cute standing little lion to a roaring lion head, and the background color of the car logo and the shield-shaped frame, the overall look is more domineering.
, while Peugeot believes that highlighting the image of a lion can reflect Peugeot's "DNA", while also having more modern design concepts and artistic beauty. In addition, there is also a sense of digital technology. Of course, this statement is different from one's own opinion, and there are many voices who like and criticize it. Interestingly, Dongfeng Fengxing also uses the lion logo, and the two also have some similarities in overall design, which adds a little difficulty to Dongfeng Peugeot and Dongfeng Fengxing.
Buick : Independently parallel, and also recognition
Since entering the Chinese market, Buick's logo has basically not been adjusted much. Since many people's parents, Buick has always been the three-shield logo, supplemented by the classic red, white and blue colors for decoration. Since the three shields are presented in progressive form, they also give people a more dynamic visual experience and highlight this is an enterprising brand image.
In June this year, the Buick brand released a new brand logo, which has changed a lot. First of all, the circular outer frame was cancelled, and the three shields also became parallel forms. At the same time, the three colors of red, white and blue are emphasized, emphasizing simplicity and advancedness. It has to be said that this new Buick logo gives people a feeling that it is both familiar and unfamiliar. Although it loses the characteristics of the original Buick logo, it is still highly recognizable because the shield-shaped design is retained.
Currently, Buick Unsung, the first model equipped with Buick's new logo, has been launched. The car is positioned as a compact SUV, priced at RMB 152,900 to RMB 178,900. Buick Century, which is positioned as a luxury MPV, is about to be launched, and the new car will also adopt a new logo, which is quite consistent with the high-end product image.
BYD : After changing the label, open
. After counting, there are many brands that have changed the label in recent years, but only a few of them seem to be more successful, including BYD. In 2021, BYD Passenger Car released a new logo, which removed the elliptical boundary. The new logo adopts simple metal texture lines, which reflects the brand's sense of design, technology and quality through the arrangement and deformation of the lines. Perhaps it is the contrast of the previous logo, the new logo has been upgraded with average quality, and the overall sense of advancedness has become much stronger. In addition, the more open LOGO form also shows that BYD will create a future with its partners with an open concept.
After changing to a new logo, the models launched by BYD also achieved good sales, and the texture of the model is integrated with the advanced texture brought by the logo. For example, BYD Seals, Destroyer 05, and Dolphins have all achieved hot sales immediately after they are launched, and even there is a situation where it is "difficulty in picking up a car". Many "Di fans" said that the new logo makes BYD look more "high-end".
For BYD, the car logo has always been a drag on its development. Since the homonym of "BYD" that was criticized, it has encountered polarized discussions from consumers. Later, the Dynasty series was created, using the Tang, Song, Yuan and Han as the series logo, and redefining "BYD", using BUILD YOUR DREAM to enhance the brand style, and gradually increasing the sales of new cars after various actions. Although consumers eventually fall into product strength when buying a car, it is obvious that BYD's overall design is more harmonious after changing the logo, which shows that the new logo is still good.
was written at the end
car brand replacement is understandable. It is also reasonable to try to use the new brand image to achieve internal reform and renewal, and refresh consumers' impression of the brand. Especially with the advent of the era of electrification and intelligent automobiles, many brands that have transformed into electrification need new brand logos to prove that they have entered a new stage.
However, for most brands, replacing new car logos is a "treatment of symptoms but not the root cause". The main reason for the poor sales of some brands and the decline in brand image is the quality, design sense of the car model and the product competitiveness of the whole vehicle. Replacing the logo alone cannot play a big role, at most it will have a comforting effect.
For Dongfeng Citroen and Dongfeng Peugeot, Chinese people are already quite familiar with their original brand logo. This time, the replacement of the new brand logo not only increases the difficulty of promotion, but also makes the original "fans" feel unfamiliar and need to re-understand the brand. The effect of this move on its sales increase is expected to be minimal. After all, French cars have never suffered a Waterloo in the Chinese market because their brand logo is not conspicuous enough, but because their models can no longer keep up with consumers' car use needs. The unchanging board suspension, high pricing, and anti-human design are the areas where key improvements are needed.
or more new logos replaced by the above brands, who do you think succeeds and who fails? (Text: MANGO)
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