In a nod to history in 2009, Citroën unveiled its new brand signature, Créative Technologie, on 5 February, the birthday of its founder. Créative Technologie is the driving force behind Citroën. It seeks to reflect all expressions of Citroën and to mark out the brand’s natural and legitimate territory in the eyes of the world.
Creativity is built into Citroën’s DNA. Technology is the fundamental issue for vehicle manufacturers. Créative Technologie means more than feats of scientific and technological expertise. It means finding pertinent, unexpected solutions… for new vehicles and new services.
More than just a signature,Créative Technologie expresses the promise conveyed by Citroën.
Born on 5 February 1878, André Citroën is considered to be one of the most important figures of the automotive industry. A citizen of Paris, he travelled to the US and had global ambitions for his company. His exceptional vision no doubt explains his talent.
He was just 24 when he set up his first company, La Société des Engrenages Citroën, which he converted into a car-making firm after the First World War. André Citroën’s ambition was to make cars affordable, everyday objects.
He died on July 1935. Far from being forgotten, his talent and bold vision left a mark that endures today.
DOUBLE CHEVRON LOGO
On a visit to Poland in 1900, André Citroën discovered a gear-cutting process based on a chevron-shaped design. He saw this technology as the means to start his career in manufacturing. He purchased the licence for the manufacturing process and set up his first company, La Société des Engrenages Citroën.
In 1919, when he started making vehicles, André Citroën naturally chose the double chevron as his logo. The logo changed over the years, but it kept the colours of blue and yellow through to the 1980s, when the firm opted for white on a red background for a more dynamic look.
In 2009, les chevrons broke out of their frame to take on a three-dimensional look, gaining in relief, strength and substance.