{"id":17929,"date":"2022-11-24T22:27:57","date_gmt":"2022-11-24T21:27:57","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=190412"},"modified":"2024-11-20T09:02:38","modified_gmt":"2024-11-20T08:02:38","slug":"marken-check-citroen-warum-das-eckige-wieder-ins-runde-muss","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2022-11-24\/marken-check-citroen-warum-das-eckige-wieder-ins-runde-muss\/","title":{"rendered":"Contr\u00f4le de la marque Citro\u00ebn : Pourquoi le carr\u00e9 doit (re)devenir rond"},"content":{"rendered":"<figure id=\"attachment_190413\" class=\"wp-caption aligncenter\" style=\"width: 975px\" aria-describedby=\"caption-attachment-190413\"><img class=\"aligncenter wp-image-190413 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/citroen-logo-wandel.png\" alt=\"Histoire du logo Citro\u00ebn\" width=\"975\" height=\"698\" \/>\r\n<figcaption id=\"caption-attachment-190413\" class=\"wp-caption-text\">L'histoire du logo Citro\u00ebn : une \u00e9volution continue depuis plus d'un si\u00e8cle. (Image : Stellantis)<\/figcaption>\r\n<\/figure>\r\n<p>Je suis allemand, mais j'ai grandi \u00e0 Paris. Je n'ai donc pas \u00e9t\u00e9 socialis\u00e9 \u00e0 la Coccinelle VW, mais \u00e0 la Citro\u00ebn \"deux cheveaux\". De plus, dans les ann\u00e9es 1970, mes parents habitaient \u00e0 Boulogne Billancourt, non loin de la grande usine Citro\u00ebn. La marque au double angle m'a donc accompagn\u00e9 depuis ma plus tendre enfance. Et \u00e0 l'\u00e9poque de mon enfance, cette \u00e9querre \u00e9tait avant tout une chose. Pointue, anguleuse et en pleine ascension. Aucune autre marque n'avait un tel logo.<\/p>\r\n<p>Le lancement de la l\u00e9gendaire DS (D\u00e9esse) en 1959 a marqu\u00e9 la naissance de ce double angle aigu. L'ovale, qui avait domin\u00e9 les 40 ann\u00e9es pr\u00e9c\u00e9dentes, a alors totalement disparu. Les angles ascendants en forme de fl\u00e8che ont d\u00e8s lors marqu\u00e9 une \u00e8re d'innovations : DS, Ami6, SM, CX - jusqu'\u00e0 ce que la marque soit rachet\u00e9e par Peugeot PSA \u00e0 la fin des ann\u00e9es 1970. Par la suite, les deux marques ont produit de plus en plus de v\u00e9hicules identiques. Pendant des ann\u00e9es, Citro\u00ebn ne devait plus se lib\u00e9rer de cette emprise.<\/p>\r\n<figure id=\"attachment_190414\" class=\"wp-caption aligncenter\" style=\"width: 800px\" aria-describedby=\"caption-attachment-190414\"><img class=\"size-full wp-image-190414\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/citroen-auto.jpg\" alt=\"\" width=\"800\" height=\"533\" \/>\r\n<figcaption id=\"caption-attachment-190414\" class=\"wp-caption-text\">La Citro\u00ebn 2CV, ann\u00e9e de construction 1950 : un classique de l'histoire automobile. (Image : TheSuperMat)<\/figcaption>\r\n<\/figure>\r\n<p>Ce n'est certainement pas un hasard si l'identit\u00e9 de Citro\u00ebn a commenc\u00e9 \u00e0 vaciller d\u00e9finitivement en 2009, 50 ans apr\u00e8s le lancement de DS, avec la transformation de la ligne de produits DS en sous-marque. L'ambiance noble et \u00e9l\u00e9gante \u00e9tait d\u00e9sormais destin\u00e9e aux voitures haut de gamme de DS. Celles-ci reprirent \u00e9galement les traits de caract\u00e8re du double angle aigu dans leur tr\u00e8s habile logo. Quant \u00e0 Rest-Citro\u00ebn, elle devait devenir la marque cr\u00e9ative pour tout le monde. R\u00e9sultat : dans les ann\u00e9es qui ont suivi 2009, la marque n'a cess\u00e9 de rechercher elle-m\u00eame la cr\u00e9ativit\u00e9 dans son logo, comme l'indiquent les angles en forme de boomerang et le lettrage rat\u00e9 et pseudo-contemporain. En 2016 d\u00e9j\u00e0 - sept ans plus tard - il a fallu le remanier, puis une nouvelle fois cinq ans plus tard - ce qui est int\u00e9ressant, car l'histoire officielle du logo ne le mentionne pas.<\/p>\r\n<p>En 2021, PSA et Fiat Chrysler ont fusionn\u00e9 pour former le groupe Stellantis. Et, \u00f4 miracle : il semble que l'on ait d\u00e9cid\u00e9 - malgr\u00e9 le fait que Citro\u00ebn soit d\u00e9sormais rel\u00e9gu\u00e9e au rang de marque de portefeuille parmi tant d'autres - de proc\u00e9der \u00e0 nouveau \u00e0 un v\u00e9ritable changement radical, qui a \u00e9t\u00e9 pr\u00e9sent\u00e9 en septembre 2022. Ce n'est pas tant le slogan par d\u00e9faut \"Nothing moves you like a Citro\u00ebn\" - vous pouvez remplacer ce dernier mot par n'importe quelle marque automobile - qui a \u00e9t\u00e9 retenu, mais le logo et le design de la marque qui se sont clairement \u00e9mancip\u00e9s de DS Automobiles, qui est \u00e9galement une marque \u00e0 part enti\u00e8re depuis 2015.<\/p>\r\n<p>Apr\u00e8s 13 ans de feu follet, une image de marque est en train de na\u00eetre qui, de mani\u00e8re autonome et sans nostalgie de la perte de l'inspiration DS, peut faire de nouveau de Citro\u00ebn une marque fi\u00e8re. Et ce, sous le signe avec lequel Andr\u00e9 Citro\u00ebn a commenc\u00e9 sa production automobile en 1919 : le double angle dans l'ovale. L'origine des \"deux chevrons\" est d'ailleurs la\u00a0<em>double<\/em> Denture en fl\u00e8che de roues dent\u00e9es, dont la production avait d\u00e9j\u00e0 fait la r\u00e9putation de l'entreprise avant son entr\u00e9e sur le march\u00e9 automobile. Sur le type A - la premi\u00e8re automobile europ\u00e9enne produite en grande s\u00e9rie - elle \u00e9tait utilis\u00e9e dans une plaque ovale.<\/p>\r\n<figure id=\"attachment_190423\" class=\"wp-caption aligncenter\" style=\"width: 766px\" aria-describedby=\"caption-attachment-190423\"><img class=\"size-full wp-image-190423\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2022\/11\/citroen-aktuell.png\" alt=\"\" width=\"766\" height=\"574\" \/>\r\n<figcaption id=\"caption-attachment-190423\" class=\"wp-caption-text\">Avec le logo actuel et la nouvelle police de caract\u00e8res, l'image de marque de Citro\u00ebn est entr\u00e9e dans le pr\u00e9sent. (Image : Journal du design)<\/figcaption>\r\n<\/figure>\r\n<p>Avec le futur \u00e9lectrique de Citro\u00ebn, c'est ce m\u00eame symbole qui rena\u00eet - l'esprit de la grande s\u00e9rie et de la Citro\u00ebn 2CV compacte de 1950 revit ici : \"Des voitures r\u00e9volutionnaires et audacieuses qui rompent avec les r\u00e8gles traditionnelles de la production industrielle et ouvrent une nouvelle \u00e8re de mobilit\u00e9 familiale (\u00e9lectrique)\", commente Vincent Cob\u00e9e, CEO de Citro\u00ebn, \u00e0 propos de la nouvelle image de marque. Et je pense qu'il a fondamentalement raison sur ce point.<\/p>\r\n<p>Il n'en reste pas moins qu'il manque malheureusement une fois de plus de coh\u00e9rence dans la forme.  L'\u00e9paisseur des lignes et les proportions du logo auraient pu s'inspirer un peu plus de l'\u00e9l\u00e9gant original, ce qui aurait \u00e9vit\u00e9 de cr\u00e9er un \u0153uf de P\u00e2ques. Et pourquoi n'avez-vous pas pu vous r\u00e9soudre \u00e0 autoriser votre nouvelle police d'entreprise, vraiment bien faite, dans le logo de la marque ? Au lieu de cela, l'accident typographique de 2009 a \u00e9t\u00e9 simplement liss\u00e9. C'est dommage.<\/p>\r\n<p>En r\u00e9sum\u00e9 : un grand pas dans la bonne direction - mais pas encore assez cons\u00e9quent. J'attends donc une nouvelle optimisation dans les ann\u00e9es \u00e0 venir. Et cela ne saurait tarder.<\/p>\r\n<hr \/>\r\n<p><em><strong>* Heinrich Paravicini<\/strong> est le fondateur et le directeur cr\u00e9atif de Mutabor.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Ich bin Deutscher, jedoch in Paris aufgewachsen. Sozialisiert wurde ich darum nicht dem VW K\u00e4fer, sondern dem Citro\u00ebn \u00abdeux cheveaux\u00bb. Dazu kam es, dass meine Eltern in den 1970er Jahren in Boulogne Billancourt wohnten \u2013 nur unweit des grossen Citro\u00ebn-Werkes. Die Marke mit dem Doppelwinkel hat mich also seit meiner fr\u00fchesten Kindheit begleitet. Und zu [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Geschichte Citro\u00ebn-Logo","_yoast_wpseo_metadesc":"Die Geschichte des Citro\u00ebn-Logos: Kontinuierliche Entwicklung seit \u00fcber einem Jahrhundert. Neustes Design mit elektrischem Fokus.","articlekey":"","footnotes":""},"categories":[29],"tags":[3524],"class_list":["post-17929","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-citroen"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marken-Check Citro\u00ebn: Warum das Eckige (wieder) ins Runde muss - Organisator<\/title>\n<meta name=\"description\" content=\"Die Geschichte des Citro\u00ebn-Logos: Kontinuierliche Entwicklung seit \u00fcber einem Jahrhundert. 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