• Transform magazine
  • December 06, 2023


The Peugeot lion roars louder

  • Peugeot Banner2
  • Peugot Banner1

The world’s oldest surviving automotive brand, Peugeot, is reaffirming its personality with a new brand identity, including an update to its iconic Lion logo, beginning a new chapter in its long history.


Created by the Peugeot Design Lab and featuring a roaring lion’s head inside a coat of arms, the new design is part of the automotive giant’s latest brand identity developed around the concept of ‘time’ and living in the moment. 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. It also points at the brand’s objective of helping people make the most of time every day, as it works to streamline the customer journey, from purchasing their new car to every aspect of driving and owning a vehicle.

The overall visual language reflects Peugeot bold electrification strategy and its desire to enhance the ownership experience through pioneering new technologies The emblem of the logo has been created to acknowledge Peugeot evolution as a brand, its innovative and successful model line-up and its continuing transition to electrification. The brand has committed to offering an electrified  variant across its entire model line-up by 2023.

The new identity will span everything from retailers and signage to the creation of a new Peugeot website that will make interacting with the brand even easier. Already, through its buy online platform, customers can configure a new Peugeot vehicle, obtain a part exchange valuation, personalise their finance package and complete their purchase online using a laptop, smartphone or tablet, all from their own home.