Peugeot - Brand Refresh & Visual Identity Framework

A refined visual language to connect heritage and a new generation

Context

In 2025, Peugeot embarked on a strategic evolution to make its brand more relevant and expressive for younger, digitally native audiences without losing its heritage and sophistication. As part of this repositioning, the visual identity needed to modernize while remaining coherent with the broader Stellantis ecosystem and global brand recognition.

Challenge

Develop a visual identity framework that balances contemporary visual expression with the brand’s established DNA, making it adaptable, coherent, and impactful across digital and physical touchpoints, and capable of speaking to diverse audiences without compromising brand integrity.

Role

Brand & Visual Design Lead responsible for redefining visual language, updating layout logic, refining typography and color application, and aligning digital and traditional expressions under a unified visual approach.

Process

• Comprehensive review of existing visual assets and guidelines

• Identification of signals and gaps in contemporary visual language

• Redefinition of grid structures and layout logic for modern interfaces

• Refinement of typographic hierarchy and digital type usage

• Color calibration for better perception across screens and print

• Integration of visual standards into a flexible guideline for internal teams and external partners

Solution

We defined a refreshed visual identity that modernizes proportions, spacing, and typographic expression while preserving core elements of the Peugeot brand. The framework encourages:

• coherence in visual communication

• adaptability across formats (social, web, editorial, institutional)

• clarity in hierarchical messaging

• Relevance for younger, experience-oriented audiences

By shifting from isolated visual choices to an organized architecture of design decisions, the brand achieves a more contemporary, expressive, and versatile identity

Outcome

The updated visual language strengthened brand recognition across digital and physical touchpoints, improved clarity of execution for creative teams, and enhanced visual coherence across campaign and product communications. This refined framework positioned Peugeot to respond more quickly to market trends and audience expectations while preserving brand legacy and reinforcing relevance among new generations

Closing Statement

Design should be expressive and purposeful, not only visually appealing but also strategically structured to support consistency, adaptability, and brand evolution.