Renault Reveals New Diamond Shaped Logo

Who doesn't think of Renault when they see a diamond shaped logo? This geometric shape has embodied the brand through its logo since 1925.

Renault design director Gilles Vida reveals why and how this new logo came into. 

When the Renaulution plan was announced, a new Renault diamond was proudly displayed behind as well as on the grille of the Renault 5 Prototype as what Renault chief executive officer Luca de Meo said.

Vidal explained that the diamond is one of the most recognized shapes 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. 

Over the history, Renault has changed its visual identity several times. One thing that hasn't changed since 1925, is the diamond shape which also is the basis for the logo. It became emblematic of the brand. This geometric figure had imposed itself on Louis Renault. It has been redesigned no less than eight times and now the latest version is the 9th time. This shows how much the brand is keen to evolve with the times. 

The latest version of the Renault emblem was created in 1992. A new version has been under study since 2019, “A balance between recognition of the brand’s heritage and entering a new era, symbol of the future”, explains Vidal.

As for its goal? It is to accompany the changes currently at work and to make Renault an open brand that creates human values. 

"We have integrated it on the Renault 5 Prototype for the first time. It was for us a formidable testing ground. In view of the enthusiasm and the very positive feedback we received about the logo, we decided to launch it,” said Vidal. 

The diamond fundamentally embodies Renault. The diamond becomes more iconic, simple and meaningful. Renault has already iconized its logo in 1946, 1959 and 1972. As far from giving into any fashion, Vidal explained 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." 

This new logo will be gradually applied to Renault vehicles. It will proudly appear on those to be launched next year. "By 2024, the entire Renault range will carry this new emblem," Vidal concluded.