ds Logo - History, Design, and Meaning
Company Overview
DS is the premium brand of Groupe PSA. Initially announced by Citroën in early 2009 as a premium sub-brand for certain models, DS stands for Different Spirit or Distinctive Series, with a nod to the historical Citroën DS. The name also plays on the French word déesse, meaning goddess. Since 2015 (and since 2012 in China), the Citroën branding has been removed from DS line models, and DS has continued as a standalone premium brand separate from Citroën.
Key Information
- Founded: 2009
- Founder(s): Groupe PSA
- Headquarters: Paris,
ds Logo Meaning and History
Created by Citroën, the DS marque was intended to make a significant impact on the European automobile market. Within five years of its establishment, it became a fully independent brand, known worldwide for producing premium-class cars with stylish designs and excellent technical characteristics.
DS Automobiles is unique for exclusively designing and producing electric or hybrid cars, showcasing its progressive and environmentally-friendly approach. The brand aims to bring the future closer by providing a high-quality and economical driving experience that is also eco-friendly.
The name DS celebrates the Citroën DS, a model introduced by Citroën in 1955, which was innovative in many ways and became a symbol of the 'future'.
The first DS logo, introduced in 2009, remained until 2019, even after DS became independent from Citroën in 2014. It featured a three-dimensional badge above a classy sans-serif inscription. The badge was glossy silver with gradient shades, depicting two stylized letters touching at the midpoint.
The 'D' consisted of a thin gray element with an arrow-like right part, while the 'S' was a vertically stretched, mirrored image of the 'D', without the thin gray body, and with its line elongated and curved.
The wordmark 'DS Automobiles' was in uppercase, using a lightweight yet solid and strict sans-serif typeface, with neat, balanced black letters and ample spacing.
In 2019, the DS logo was redesigned, refining its contours and making the emblem smaller and more elegant. The brand's nameplate changed to a bolder, narrower sans-serif, giving the logo a more stable and powerful appearance, reflecting DS as a confident and progressive marque.
The original DS lettering from 2009 was in a delicate modern sans-serif, similar to Rival Sans Regular and Arkit Regular, with smooth lines and rounded shapes.
After the 2019 redesign, the DS logotype's typeface changed dramatically. Still a sans-serif, the new font has narrowed bold shapes, resembling Config Condensed Medium and Althawra Fikra Bold, with thick, neat lines and an active character.
The DS visual identity color palette is based on silver-gray and black. The gray comes in glossy and matte versions, adding sophistication and timelessness, while the black lettering adds professionalism and progressiveness.
The silver metallic badge looks luxurious and elegant on car grills and bonnets, complementing any car color and serving as an eye-catching, memorable addition.
