Movement, interaction and complimentary shapes is how Gilles Vidal, Renault’s Design Director describes his rationale about the new flat based Renault logo. Closer to the 1972 version, the new shape is meant for more digital applications behind a new strategic direction called “Renaulution”! Must love the branding language. Nothing groundbreaking or expected as we’ve seen with pretty much every automotive brand, yet Renault wants to quietly enter the future with more style and movement.
“with the line, it is a question of telling a story, that of a symbiosis, a cycle, a path between two lozenges which are intertwined by an optical effect, creating a complementarity and the impression of continuous movement.”
