For my logo research project I chose the French company
Renault. The Renault Corporation was established in 1899 by French
industrialist Louis Renault with his
brothers Marcel and Fernand. The company’s first logo originated from the
initials of the tree brothers. The logo went through multiple changes between
1900 and 1923 with designs including original Renault models and a tank. It
wasn’t until 1925 that the first diamond logo was released. Since then, Renault
has stuck with their diamond shape, although it has had some work done
throughout the years.
In 1972 famous Hungarian French artist Victor Vasarely was
contracted to held modify and modernize the diamond logo. They wanted to make
the logo more dynamic and thought that a simpler shape would fit their needs
better. The angular lines were added to the original diamond and the use of a
dark shaded area gave it simplicity. The yellow box was added in the Renault
logo in 2004. The yellow is supposed to represent joy and optimism, while the
gray diamond represents sophistication and creativity.
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