Redesigned logos are in vogue, and Renault isn’t going to be left behind.
While crosstown rival Peugeot’s new design is a dramatic break with the past 45 years, Renault’s is a more familiar iteration.
The new design retains the diamond – or lozenge – shape the company has employed since 1925, but adds intricacy via a series of interlocking lines, and bears more than passing resemblance to the badge introduced in 1972.
In addition to this, the new logo has ditched 3D surfacing for a flat look. This not only follows the current design trend, but also allows the badge to be illuminated, as well as neatly hide a radar unit.
“It is a balance between recognition of the brand’s heritage and entering a new era, symbol of the future,” Giles Vidal, Renault’s design boss, explained in a prepared statement.
“We have rethought it to become more iconic, simple and meaningful, a true timeless signature, without superfluous effects or colours, with a contemporary takeover of the lines, an essential part of our graphic heritage.”
The new logo was given its first outing on the Renault 5 concept unveiled last month as part of the company’s ‘Renaulution’ turnaround plan.
According to Vidal, the design was put on the 5 Prototype as a “testing ground, and thanks to “the enthusiasm and the very positive feedback we received about the logo, we decided to launch it”.
The new logo is the ninth in the automaker’s history, with the last redesign occurring in 2015.
It will rolled out slowly across the company’s line of cars – likely as they are facelifted or enter a new generation – with the transition expected to be completed by 2024.
