The logo of an automotive firm is its cover letter, an element that is always in a leading position and that must show the essence of the car from the first moment. Many emblems have grown with us, evolved and improved over time, adapting to new fashions and even the aesthetic possibilities that accompany each era. The DS logo, on the other hand, is quite recent. We saw it for the first time in a car in 2009, when the DS Inside concept car was presented, recovering the mythical two letters of an iconic model like the DS Tiburon. Its history is known in the world of four wheels, as is that of the DS 19 Pallas that we tell you in this article, but it dates back to 1955. Now it is part of the current DS grills , so let’s review how the Image of French automotive know-how.
When DS became independent from Citroën, a brand of which it was the division of more equipped and sophisticated models, it did so to claim a different way of looking at the sector. The Shark was the myth on which its launch was based, based on experimentation with materials, new aesthetic ways and almost artisanal techniques when making its cars. Of course, with the technological endowment of driving assistance systems, safety and connectivity worthy of a luxury firm today. All this had to show its logo, simple, clean, bright and fluid in equal parts.
Different Spirit
The name DS is part of the identity and philosophy of the firm, which pays tribute to the different spirit (Different Spirit) that emerged from the launch of the DS Tiburon in 1955 . This saloon was a remarkable qualitative leap for the time, both in design and in comfort and performance. That momentum was to be part of the new signature, which was offered to the world with the DS Inside concept car and the future DS 3.
We are currently talking about a range made up of three models: DS 3 Crossback, DS 7 Crossback and DS 9. All of them follow the same aesthetic line of luxury and avant-garde , characterized by the use of noble materials combined with almost artisanal production techniques and innovative technology. like the DS Scan Suspension. Not forgetting the plug-in hybrid variants, which draw their knowledge from the manufacturer’s passage through FIA Formula E at the hands of the DS Techeetah team.
How was the logo created?
The DS logo is made up of an interlocking D and S with nearly symmetrical features. The designers opted for smooth and flowing shapes, very close to what the Shark of the 50s showed. “The“ S ”was the first letter to emerge from the designers’ pencils. Its elegant layout is inspired by the silhouette formed by the trunk hinge of the “Tiburon” , the rear pillar and the shape of the roof of this revolutionary car ”, they explain to us from DS. Then came the creative crush on the “D”, which was drawn playing with a mirror effect of the “S” .
It is difficult to imagine what some designers see behind these lines, but the image that it gives us. The appearance of simplicity is part of the DNA of the firm , as well as the audacity to see something beyond two letters joined. The style, the sensuality, the status and the distinction of creating a story that has a lot of past and future.
