Groupe PSA was the corporate identity of the French automotive group formerly known as PSA Peugeot Citroën. The name and logo were introduced in April 2016 alongside the “Push to Pass” strategic plan, replacing an identity that had been in use since 1991 [1]. In January 2021, Groupe PSA merged with Fiat Chrysler Automobiles to form Stellantis [2].
Design and History
The 2016 rebrand marked a shift from “PSA Peugeot Citroën” to “Groupe PSA.” The previous name had lost its logic after DS was elevated to a full brand, meaning the group no longer consisted of just Peugeot and Citroën [3]. The new identity was designed to reflect a broader business model that included mobility services and digital innovation, while symbolizing the vitality of the group’s three automotive brands: Peugeot, Citroën and DS [1].
The logo was designed entirely in-house by the creative teams of Peugeot Design Lab, a Global Brand Design studio [1]. The previous mark, described by French automotive press as featuring a discreet blue and red frame around the “PSA Peugeot Citroën” lettering, was replaced by a sober “Groupe PSA” wordmark on a dark blue or white background [4].
Meaning and Symbolism
The logo displays the three letters of the acronym PSA, which stands for Peugeot Société Anonyme, on a blue background [3]. Jean-Pierre Ploué, Chief Design Officer at the time, described the mark as “pure and elegant,” symbolizing “a collective ambition to look forward to new horizons” and representing the next step in extending PSA’s product offer toward new mobility services [1].
Ploué stated that the logo’s “deep midnight blue is directly inspired by our rich heritage” [1]. The new corporate identity was also described as resonating with the group’s 200-year industrial heritage [1].
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