renault updates diamond-shaped logo with new 'flatified' op art-style version

car manufacturer renault has unveiled a new logo, presented as a geometric version of its diamond-shaped design which has been in use since the 1920s. the french group is the latest addition to a long list of carmakers that have opted for a more ‘sophisticated’ visual identity, by ‘flatifying’ their graphics. following this approach, the updated logo appears as a two-dimensional, black-and-white diamond, influenced by an op art style that reminds of the 70s. 

all images courtesy of renault

three-dimensional logos might look ideal on car hoods, but plenty of automotive brands have discovered that they don’t translate that well online. it seems like renault has come to this conclusion too, since it has now redesigned its existing 3D diamond – which dates back to 1992 – as a flat, black-and-white logo, that looks like a dynamic optical illusion artwork. comprised of two intertwining diamond shapes, the logo appears with no typography, and can be animated for digital media use, or serve as a lit-up symbol on vehicle grilles.

the work (described by the brand as a ‘renaulution’) was done in-house, and is clearly designed with digital usage in mind. ‘we have rethought it [the logo] to become more iconic, simple and meaningful, a true timeless signature,’ gilles vidal, renault’s design director, shares. ‘now it made sense to again go back to flat design, which is a thing of our times, and yet give it movement through the interaction of two diamond shapes looping one into the other to create movement, interaction, complementarity,’ adds vidal, who emphasizes that the flat logo is better suited for websites, apps, smartphones and screens inside cars.

the first model with the updated logo will appear in 2022, and by 2024 all renault cars will bear the new symbol.

project info:

name: new renault logo

company: renault