Citroën
BRAND UNIVERSE. CORPORATE IDENTITY
Client: Citroën. Paris, France.
Role: Design leader for brand standards, primary brand applications, and design case.
Skills: Design system, type design, image beautification, brand guidelines, client presentation.
A brand is more than a product, a graphic system, and a piece of communication. A successful brand should drive difference, preference and value. In my career at Landor Associates, I learned that a brand is a promise that should be embodied in every expression. Citroën’s new identity places customers at the core of its promise of freedom and advance.
The Citroën identity reflects a mix of high technology and persisting innovation. A modern approach to the concept of personal mobility. Nonconformist by nature, the concept features the idea of creativity as the greatest force of today and tomorrow.
A new identity is more than a change of logo, a set of elements and rules were created to build the Citroën’s universe, while ensuring brand consistency across applications.
Co-creating design principles, crafting applications, curating key visuals, and presenting to stakeholders define my contribution to the multidisciplinary effort for Citroën. One full year of collaboration and inspiring work.
