What’s the meaning behind Peugeot’s new logo?

Updated Mar 01, 2021 | Same topic: Automotive FYIs

It’s a familiar symbol for the French carmaker, with a twist.

Tracing its roots to 1847, French carmaker Peugeot's emblem is the oldest such trademark in the world. Throughout its various incarnations, the badge had always consisted of a lion’s profile, occasionally accompanied by the company’s wordmark.

Peugeot New Brand Identity

Peugeot’s choice of a lion as its totem might be a curious one, given that the species had been extinct in Europe almost two millennia before the French automotive company was even founded.

But the lion was originally a heraldic symbol of the commune where the Peugeot family emerged, and Armand Peugeot used it to represent strength and sharpness for his steel business before moving on to cars.

Armand Peugeot

Industrialist Armand Peugeot wanted a symbol to convey strength for his business

>>> Related: Peugeot converts Traveller into a pure-electric people-hailer

The lion’s head alternated with a full-body render known as the Lion Rampant, where the animal was depicted with front legs raised while standing on its hind limbs, conveying power and loyalty.

This is probably what most new Peugeot customers are familiar with, as the latest version was introduced in 2010 and used for more than a decade. 

2018 Peugeot 308

The previous logo was a stylized version of the Lion Rampant

For 2021, Peugeot returns to the lion’s head as its corporate symbol, the eleventh iteration in the company’s history. Fans familiar with the company's story will note that the new logo is an updated version of the one used from 1960 to 1968, now set in black with a more streamlined silhouette.

The carmaker says that the redesign is meant to keep pace with its product lineup, especially with the launch of new models led by the 2022 308 hatchback and the creation of a new parent company, Stellantis.

New Peugeot logo

Peugeot says its new logo celebrates the concept of time and living in the moment

>>> Related: Rumor: Next-generation Peugeot 308 might be coming in 2021

The new logo continues to express power for the brand through the streamlined lion effigy, encased in a shield. Peugeot says that this blend of the traditional and the contemporary has resulted in a timeless and universal identity for the brand, as well as expressing belonging and recognition since coats of arms have always been used to represent families.  

Peugeot dealership

All Peugeot dealerships will adopt the updated symbol by 2023

According to Peugeot, the revamped corporate identity marks a new page in its history, with its plans to find new markets and accelerate its international growth. More importantly, it signals Peugeot’s transition to electric vehicles. What do you think of Peugeot’s new corporate symbol?

Be updated on what’s happening with the world’s car brands at Philkotse.com.

Know more about Peugeot


Peugeot is one of the biggest French carmakers in Europe since 1820. It is under Groupe PSA who also manages other car brands such as Opel, Citroen, Vauxhall, and DS.

Joseph Paolo Estabillo

Joseph Paolo Estabillo


Joseph has been a member of various car clubs since he got his driver's license in 2004 – old enough to remember riding in taxicabs with analog meters, but his fascination with cars goes way back. After nearly two decades of working in broadcast media, he shifted gears by coming on board as Philkotse’s first Filipino member and staff writer in 2017.

Apart from his role in Philkotse as Content Team Lead, Joseph has written episodes for Drive, which has been airing on CNN Philippines for five seasons running. He has also delivered content for various car dealerships based in the U.S., spanning multiple brands such as Alfa Romeo, Maserati, Jeep, Dodge, among others.

Keeping his hopes high and his revs low, he dreams about owning a Kei car when he retires. Hates slow parkers.

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