Peugeot introduces new heritage inspired logo

Peugeot has revealed a completely new logo inspired by its heritage. The upcoming new 308 hatchback will be the first car to wear the new badge. The new model will be unveiled this year as a radical reinvention of hatchback.

• The new logo is a 2D lion emblem, emblazoned on a shield-shaped
• It is similar to the retro-styled badge seen on the e-Legend concept
• By 2023 all Peugeot dealer sites will be completely rebranded

New Peugeot logo design

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 in the coming months. By the end of 2023, all dealer sites will be completely rebranded.

Peugeot logo: brief background

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 percent of its European sales to be electrified models, and 100 percent by 2025.

Peugeot e-Legend concept: influence on new logo

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.

Peugeot: relevance to India

The Peugeot brand had been introduced in India back in the 90s when it sold the 309 sedan, and PSA its parent company called off an attempt to relaunch Peugeot in India in 2011. While Peugeot does not currently sell models in India, its PSA sister brand – Citroen, is all set to enter our market with the C5 Aircross SUV in the coming weeks. Citroen will follow this with a host of locally manufactured models under the company’s C-Cubed programme. The first of these made-in-India Citroens will be a compact SUV, codenamed C21.