Gilles Vidal

2021, France, Automotives

In branding, to go back is to go forward. This has often been to return to simpler times (read: understandable), channeling a nostalgia and conjuring up romantic visions of the past. The past can evoke strong emotions, but it also contains some practical insights that remain relevant today. Functional requirements of a logo such as ease of use, flexibility across many use-cases and consistency remain concerns today. The emergence of digital communications has added to the use-cases, with a stratification of devices and formats multiplying this further. Renault’s in-house team have acknowledged this with the introduction of a simplified logo, one that can be cast, backlit, used on and off screen, as signage, stickers and across stationery. It’s a small change, maintaining recognition and equity whilst significantly improving its usefulness.