Dynamic. Lively. Iconic. Everything that Renault no longer was. Desirability for car ownership is lost. Mobility has taken on a new meaning; shifting from product to experience, from individual to collective.

Renault had faded into a vast car landscape, used by many but seen by few. It was time to transform from a car manufacturer to a next generation mobility brand.

Time to enter a new era where a car brand is more than just product – it’s a reflection of life.

Renault had always been associated with life’s milestones. Now, it’s all about becoming a symbol of life’s emotions, moving from utility to desirability.

Gone are the days of cars being cold, metal and stoic – mobility now moves at the speed of light. We needed a brand that could absorb and express all the technological advancement and innovations of today and tomorrow.

Old rules say you can't change everything every time there's a change…but, actually, you can.

Who needs rules anyway?

We changed a sign into a sign of change. We supercharged Renault’s assets. We looked past the product, focussing on what the brand could stand for today and tomorrow.

We revived its heritage shapes and took the familiar further by playing with its iconic diamond and the angles. Free of rules, perpetually renewed. The constant flux of the polymorphic brand starts new movements, letting emotion drive the change.

Always ready and ahead of what’s coming next, without ever forgetting what got it there.

In just three months, Renault brought its brand back to life. The brand transformation drives its strategic shift, reconciling human emotions with technological potential. By freeing itself without disavowing the ties of its past, Renault has become an ever-evolving brand that can face and embody the most unexpected future, even the one we cannot imagine yet (flying cars, anyone?).

“This transformation allows us to take our brand into a new era: more modernity, more polymorphism, more life. The new system is implemented across the entire brand and 134 countries. Nothing is left to chance.”

Laurent Aliphat, VP Renault Brand Content Creation