French car manufacturer Renault has unveiled a new diamond-shaped brand logo. The first model with the updated logo will appear in 2022, and by 2024 the entire Renault range will bear the new symbol. Groupe Renault has opted for a more sophisticated visual identity, by ‘flatifying’ their graphics influenced by an op style that reminds of the 70s.
Renault’s updated brand logo appears as a two-dimensional, black-and-white diamond. The new logo is presented as a geometric version of its diamond-shaped design which has been a very strong symbol in use since the 1920s. The diamond design base introduced in 1925 by Louis Renault, founder of Renault has remained so, with all the later versions preserving the shape.
A ‘Renaulution’ for the diamond was done in-house with digital usage in mind. The study for the new version of the 2015 logo was in progress since 2019. Renault has redesigned its existing 3D diamond- which dates back to 1992- as a flat, two-dimensional, black-and-white logo comprising of two intertwining diamond shapes, that looks like a dynamic optical illusion artwork. The new logo has no signature or typography and can be animated for digital media use.
Renault’s latest iconic logo will serve as a lit-up symbol on vehicle grilles. The interaction of two diamond shapes looping one into the other focus on the three main values- ‘movement, interaction and complementarity’ which will carry the brand forward. The logo is a mix of the brand’s heritage and projects the brand into the future.
Renault redesigned its three-dimensional logo to a two-dimensional logo after concluding that though the 3-D logo might look ideal on car hoods, it doesn’t translate that well online. The new flat logo is better suited for applications, websites, smartphones and screen inside cars.
The new variation is the brand’s ninth edition which was first unveiled earlier this year in January. The Renault 5 EV Prototype was the first car and expression of Groupe Renault’s brand-new logo.
Commenting on the launch of Groupe Renault’s all-new logo, Gilles Vidal, Director of Design- Renault, said, “We have rethought it [the logo] to become more iconic, simple and meaningful, a true timeless signature.”