The Renault diamond logo has been synonymous with the brand for a long time. Though it did not start off in 1898 with the diamond (during the World War 1 period it even used its FT tank as its logo), brands in general eventually adopt a symbol to represent their products and ideals. In 1925, Renault decided on a rombic (or diamond) shape as the basis for its logo. And though it has evolved over time, the diamond shape remains.
Immediately recognisable, it has become emblematic of the brand. With its angles, which adapted to the angled bonnets of the time, this geometric figure had imposed itself on Louis Renault. Since then, the Renault diamond has been redesigned no less than eight times. “The diamond is one of the most recognized shapes in the world and in the world of the automobile. It is a simple geometric shape, with a strong, powerful identity; the challenge was to renew this shape by giving it meaning, new, contemporary values to project the brand into the future,” said Gilles Vidal, Renault Design Director.
In January 2021, Renault announced its Renaulution strategy plan, moving away from volume and on to value. Quietly displayed at the Renaulution announcement behind Luca de Meo, CEO of Renault, was a new Renault diamond; its ninth iteration of the diamond. It was also on the grille of the Renault 5 prototype introduced at the event. Since then, this new symbol has been unfolding gradually, without any fanfare. First with the new ZOE advertising campaign, then on the brand’s social network. A launch that is meant to be frugal but effective.
The modern take on the Renault diamond was created in 1992 and redesigned in 2015. The latest version of the Renault emblem was updated to meet the challenges of a modern international brand, and also the multiplicity of its fields of expression, notably digital. The new version was under study since 2019, explains Gilles Vidal: “A balance between recognition of the brand’s heritage and entering a new era, symbol of the future”. The recently revealed logo is more modern and vibrant with some hint to its 1972 logo. It aims to “accompany the changes currently at work” and to make Renault a more open brand that creates human values.
“In tune with the times and resolutely modern, the restyled diamond perfectly embodies the ‘New Wave’ era that Renault has entered,” added Gilles Vidal.
For Gilles Vidal, the diamond fundamentally embodies Renault. To preserve this universal geometric shape was an obvious choice. “We have rethought it to become more iconic, simple and meaningful, a true timeless signature, without superfluous effects or colors, with a contemporary takeover of the lines, an essential part of our graphic heritage,” he explained.
Renault has already used the line to iconise its logo. In 1946, 1959 and 1972. But, far from giving into any fashion, Gilles Vidal explains that “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.” More than the treatment, it is the drawing, which is highly characterized, that is remarkable.
The flat treatment of the logo facilitates its animation, for example on video or digital media, and also on vehicles for their welcome sequence. This new logo will gradually be applied to Renault vehicles. It will appear on vehicles that will be launched next year. “By 2024, the entire Renault range will carry this new emblem,” concludes Gilles Vidal.