French auto manufacturer Renault has unveiled its new logo designed by global transformation company, Landor & Fitch. The new visual identity is without signatures or typograms, embodying Renault's renewal and bringing the brand into the modern and digital era.
While Renault's visual identity has evolved over time, the immediately recognizable diamond-shaped logo has been in place since 1925. The previous emblem, created in 1992 and with a minor redesign in 2015, needed to transform and reflect the new challenges of a modern international brand.
Karl Saffre, Brand Identity Chief Designer at Renault, explains: "Our mission was to develop an identity that embodies the changes of the Renault brand towards more modernity and internationality. This co-creative work between Renault design teams and Landor & Fitch was guided by the obsession to create a polymorphic and living icon."
Today the lines of the new sign, present in the brand's heritage for almost a century, overlap to create a new dynamic brand in perpetual motion. The logo is an open-ended shape, intertwining without joining to create a symbol of inclusiveness, transparency, and openness.
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