{"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\/it\/marketing\/2022-11-24\/marken-check-citroen-warum-das-eckige-wieder-ins-runde-muss\/","title":{"rendered":"Controllo del marchio Citro\u00ebn: Perch\u00e9 il quadrato deve girare (di nuovo)"},"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=\"Storia del logo Citro\u00ebn\" width=\"975\" height=\"698\" \/>\r\n<figcaption id=\"caption-attachment-190413\" class=\"wp-caption-text\">La storia del logo Citro\u00ebn: uno sviluppo continuo per oltre un secolo. (Immagine: Stellantis)<\/figcaption>\r\n<\/figure>\r\n<p>Sono tedesca, ma sono cresciuta a Parigi. Non ho quindi avuto modo di socializzare con il Maggiolino VW, ma con la Citro\u00ebn \"deux cheveaux\". I miei genitori vivevano a Boulogne Billancourt negli anni Settanta, non lontano dalla grande fabbrica Citro\u00ebn. Quindi il marchio con il doppio angolo mi accompagna fin dalla prima infanzia. E ai tempi della mia infanzia, questo angolo era soprattutto una cosa. A punta, angolare e aspirante. Nessun altro marchio aveva un logo del genere.<\/p>\r\n<p>Con l'introduzione del leggendario DS (D\u00e9esse) nel 1959, nasce questo doppio angolo appuntito. L'ovale, che aveva dominato i 40 anni precedenti, scomparve completamente. Da quel momento in poi, gli angoli svettanti a forma di freccia segnarono un'epoca di innovazione: DS, Ami6, SM, CX - fino all'acquisizione del marchio da parte di Peugeot PSA alla fine degli anni Settanta. Di conseguenza, si sono moltiplicati i veicoli identici di entrambi i marchi. Citro\u00ebn non si liberer\u00e0 da questa morsa per molti anni.<\/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, costruita nel 1950: un classico della storia dell'automobile. (Immagine: TheSuperMat)<\/figcaption>\r\n<\/figure>\r\n<p>Non \u00e8 certo una coincidenza che con lo scorporo della linea di prodotti DS in un sottomarchio nel 2009 - 50 anni dopo il lancio della DS - l'identit\u00e0 di Citro\u00ebn abbia finalmente iniziato a vacillare. Da questo momento in poi, il fascino nobile ed elegante era destinato alle auto premium di DS. Anche questi hanno adottato i tratti caratteriali del doppio angolo acuto nel loro abilissimo logo. Rest-Citro\u00ebn, a sua volta, doveva diventare il marchio creativo per tutti. Il risultato: negli anni dal 2009 in poi, il marchio era apparentemente in continua ricerca creativa quando si trattava del suo logo, come rivelano gli angoli simili a quelli di un boomerang e il lettering mal posizionato e pseudo-contemporaneo. Gi\u00e0 nel 2016 - sette anni dopo - \u00e8 stata necessaria una revisione, cinque anni dopo un'altra volta - che, curiosamente, viene taciuta nella storia ufficiale del logo.<\/p>\r\n<p>Nel 2021, PSA e Fiat Chrysler si sono fuse per formare il Gruppo Stellantis. E, meraviglia: sembra che - visto che Citro\u00ebn era ormai retrocessa a un marchio di portafoglio tra i tanti - abbiano deciso di fare di nuovo una mossa davvero radicale, che \u00e8 stata presentata nel settembre 2022. Questo risultato \u00e8 stato raggiunto non tanto con il claim predefinito \"Niente ti emoziona come una Citro\u00ebn\" - siete liberi di sostituire l'ultima parola con qualsiasi marchio automobilistico - quanto con il logo e il design del marchio, la chiara emancipazione da DS Automobiles, che dal 2015 opera anche come marchio completamente indipendente.<\/p>\r\n<p>Dopo 13 anni di \"testamento\", sta emergendo un marchio che pu\u00f2 rendere Citro\u00ebn di nuovo un marchio orgoglioso, indipendente e senza malinconia dopo la perdita della DS Inspiration. E questo sotto il segno con cui Andr\u00e9 Citro\u00ebn inizi\u00f2 la sua produzione automobilistica nel 1919: il doppio angolo nell'ovale. Per inciso, l'origine dei \"deux chevrons\" \u00e8 la\u00a0<em>doppio<\/em> L'azienda si era gi\u00e0 fatta un nome con la produzione di ruote dentate prima di entrare nel mercato automobilistico. Fu utilizzata sulla Type A - la prima auto europea prodotta in serie - in un distintivo 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\">Con l'attuale logo e il nuovo carattere tipografico, l'identit\u00e0 del marchio Citro\u00ebn \u00e8 arrivata al presente. (Immagine: Diario del design)<\/figcaption>\r\n<\/figure>\r\n<p>Con il futuro elettrico di Citro\u00ebn, questo simbolo viene ora riportato in vita: lo spirito della produzione su larga scala e la compatta Citro\u00ebn 2CV del 1950 rivivono qui: \"Vetture rivoluzionarie e coraggiose che rompono con le regole tradizionali della produzione industriale e annunciano una nuova era di mobilit\u00e0 familiare (elettrica)\", cos\u00ec Vincent Cob\u00e9e, CEO di Citro\u00ebn, commenta la nuova identit\u00e0 del marchio. E credo che abbia sostanzialmente ragione.<\/p>\r\n<p>Resta comunque da criticare il fatto che, purtroppo, ancora una volta manca la coerenza formale.  Lo spessore delle linee e le proporzioni del segno avrebbero potuto essere orientate un po' di pi\u00f9 verso l'elegante originale - in questo modo non ci sarebbe stato un uovo di Pasqua. E perch\u00e9 non siete riusciti a inserire il vostro nuovo carattere aziendale, davvero ben fatto, anche nel logo del marchio? Invece, l'incidente tipografico del 2009 \u00e8 stato solo smussato. Che peccato.<\/p>\r\n<p>Nel complesso: un grande passo nella giusta direzione, ma non ancora abbastanza consistente. Mi aspetto un'ulteriore ottimizzazione nei prossimi anni. E questo arriver\u00e0 sicuramente presto.<\/p>\r\n<hr \/>\r\n<p><em><strong>* Heinrich Paravicini<\/strong> \u00e8 il fondatore e direttore creativo di 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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