Dacia is once again shaking up the rule book. This time, by changing its visual identity. Increasingly assertive and authentic, the brand embraces symbols of simplicity and sturdiness with a brand-new logo and emblem, and an additional new colour palette that evokes the great outdoors and wide-open spaces. A powerfully contemporary vision of Dacia's values and DNA, with an ‘outdoors’ feel, it expresses the essence of modernity: reconnecting with one’s environment and sharing simple pleasures with one’s loved ones. David, head of Dacia’s Studio Design, and Julie, Lead Designer in charge of visual identity, explain how they created the new design and the steps they took to get there.
Dacia stated, back when it announced its new strategy in early 2021, the brand is writing a new chapter in its history! An announcement that takes on true form today with a changing image: new logo, emblem, colours, and terrains… but the brand still stays true to its origins. While the ingredients behind the brand's success remain the same, it takes on a new feel that reflects its values and always at a fair price.
Dacia is a brand that focuses on the essential, on simplicity, on authenticity… Today, the brand moves into a new era with new ambitions. A perfect opportunity to change its image, to one that clearly reflects and reiterates the DNA and values behind the brand.
David, Head of Studio Design for the Dacia brand
New logo, new emblem, new visual language
Dacia’s renewal is embodied by its new logotype and a new emblem, both markers of a distinctive and assertive brand. These two elements were created by the Design team, with the desire to express the brand’s essence, that which has guided Dacia since its beginnings. Julie, Lead Designer in charge of visual identity at Dacia explains the creative approach behind the overhaul of the brand’s visual language: "Our goal, throughout creative research, was to change the brand’s visual language by tapping into its fundamental characteristics: robust, simple design, and a willingness to focus on the essentials.“
Sketches: Genesis of Dacia’s new visual identity
The logotype, a main feature of the new visual identity, exudes an instant feel of robustness and stability. The shape of the letters is intentionally minimalist and reflects the brand’s pared-back and cunning character. The closing strokes on the ‘D’ and ‘A’ have been removed, leaving behind only what is absolutely necessary to recognise the letters. The ‘C’ and ‘D’ are mirror images, highlighting the desire to develop a visual language that is simple and geometrical.
The logotype’s geometrical lines give a feel of mechanical movement to the chain of letters.
The new Dacia logo
We were inspired by objects found in garages and mechanics: gears, chains, tools... all of them were objects that are often associated with being robust, reliable, and functional.
Julie, Lead Designer in charge of visual identity at Dacia
Julie in full creative exploration.
The emblem derives from the logo, with simple clean lines, it shows the bringing together of the ‘D’ and ‘C’, like perfectly symmetrical links of a chain that are paired together in a strong, cohesive bond.
Sketch from the exploratory creative work on the new Dacia emblem
A powerful visual design, the emblem will be easily recognisable, even from afar.
The new finalized Dacia emblem
Simple and strong, these new visuals make sense; they reflect the robust make of Dacia vehicles, a quality that continues to serve millions of customers every day.
The entire graphic design has been deliberately pared-back, as a reminder that Dacia is a brand that focuses on the essentials. Each part of the visual language fits with the others to form a coherent whole, while creating new opportunities for more digital content. This is particularly the case with the appearance of an arrow-like shape found in the ‘D’ of the logo, it draws attention to what is essential. Much like the brand it represents, the overall graphic design is simple, robust, and flexible.
Colours of the great outdoors
The colour scheme, built around khaki-green, evokes the brand’s closeness to nature – a powerful reference for the brand’s customers and a terrain where Dacia vehicles, like the iconic Duster, come into their own. "We wanted to bring the brand closer to its preferred terrain. So, we sought out colours that evoke the outdoors and nature." explains Julie.
Julie and David talking about the colour palette for Dacia’s new visual language
Secondary colours fill out the range. Dark green, terracotta, and sand hues tie the brand to something earthy, while orange and bright green bring a more technical touch.
Secondary colours in Dacia’s new visual language
The essence of the brand is also embodied with its new iconography, symbolizing a need for freedom, to recharge, to reconnect with Mother Nature, and to get back to basics. No more bright blue skies! The brand takes on more subdued colours that show an authentic, genuine nature, one that brings the world back to that which is essential. An invitation to focus on what really matters, to get rid of all that is superfluous, to be wholly in the moment for each of life’s small adventures.
The brand’s spirit is embodied in a new visual language
… that lives and breathes nature,
… symbolizing a need to get back to basics,
… to reconnect with the environment,
… to feel free,
… and to share precious moments with loved ones
… to wholly in the moment for each of life’s small adventures.
What about the cars?
The Marketing teams, who co-designed the new visual identity, have been rolling it out since June 2021, across various communication channels: brand websites, advertising, brochures, etc. Dacia outlets will proudly display the new identity starting in early 2022. Vehicles will feature the new logo and emblem as of the second half of 2022.
The Bigster Concept bears the new Dacia emblem, which will appear on standard issue models starting in 2022
The next step for us at Design is to introduce the new emblem and logo on all the brand's vehicles. We will start as early as next year, in the Autumn of 2022.
David, Head of Studio Design for the Dacia brand
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