We look for subliminal messages.
A few years ago, brand consultants Landor redesigned the Citroën logo to be more rounded and, in their words, ‘liquid’. That is a strange adjective, since the chevrons famously represented the helical gear teeth that André Citroën patented and whose success he built his company on. In their current form the chevrons no longer seem to suggest precise technology and, therefore, it could be argued that Landor has done its job well in capturing the essence of 21st Century Citroën.
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