Singapore: Citroen to launch new brand identity in July 2009

At 90 years old, Citroën is opening a new page in its history, with a new visual identity, new customer relations and a new line of products.

OneShift Editorial Team

12 May 2009

Cycle & Carriage France is ramping up their investments in the brand with a new showroom at 239 Alexandra Road. The 11 Leng Kee Road showroom will cease operations once the new showroom is completed. The opening of the new showroom will mark the introduction of the new brand identity and direction of Citroën in Singapore.

[B]New logo[/B]

Developed jointly by Citroën’s Marketing and Styling teams, headed by Jean-Pierre Ploué, and the Landor agency, an international branding and design network, the logo is the first visible sign of change. The chevrons have broken free from their frame and become three-dimensional, taking on relief and gaining in strength and body. Bridging Citroën’s past and future, the colour red is used for the new brand name typography. The red assumes a new, deeper tone.

[B]Creative technology[/B]

The alliance of creativity and technology has always been a Citroën strong point. Citroën was the first to propose Stop & Start technology on the C3. It is the European leader on automated manual gearboxes and a pioneer in particulate filters.

The Marque illustrated its ecological and economical commitment in 2008 by confirming its European leadership on vehicles emitting 110 g/km of CO2 or less, thanks to the C1.

[B]New showroom[/B]

The new Citroën showroom at 239 Alexandra Road will be the first in South East Asia having the new Citroën brand visual identity that adheres to Citroën’s international architecture guidelines.

With a floor area of 415 sqm, the new showroom will boast a nice boutique size space for 7 cars with an integrated sales retail space and aftersales service reception area. There will be nice touches of amenities such as internet kiosks with Apple iMacs and waiting areas with refreshments and coffee table design books.

[IMG]http://www.oneshift.com/showroom/uploadimages/resized-20090511194210274.jpg[/IMG]
[I]Citroen's proposed main reception area for its upcoming showroom.[/I]

[IMG]http://www.oneshift.com/showroom/uploadimages/resized-20090511194150242.jpg[/IMG]
[I]The proposed after-sales reception area.[/I]