Since its inception, Dacia has been constantly breaking the rules to present itself today in a new, more distinctive, modern and authentic light. Now a new chapter in the Dacia saga is underway, and what it is and how the Romanian brand is changing, says Deni Le Vot, CEO of Dacia.
New ambitions
With the announcement of its new strategy in early 2021, Dacia declares that this is the beginning of a new chapter in the history of the brand! A new head, which today is reflected in new logos, emblems, colors and terrains … while Dacia remains true to its origins. Although the ingredients behind the brand’s success remain the same, it acquires a new feel that reflects its values: simplicity, authenticity and strength, always at a fair price.
Denny Le Vott, CEO of Dacia, describes Dacia as “the brand that defines what is essential in the automotive industry.” A brand that can be both “affordable” and “attractive”. Dacia’s market position is still as unique as the day it was introduced and is expected to grow in the coming years.
New visual identity
Dacia’s renewal is embodied in its new logo and logo, hallmarks of the brand. The two new design elements were created with the desire to express the essence of the brand, guiding its development from the very beginning.
The logo, a key element of the new visual identity, exudes a sense of strength and stability. The shape of the letters has been deliberately improved – “D” and “C” are mirror images of each other – and reflect the pragmatic thinking of the brand. The geometric lines of the logo give a feeling of mechanical movement of the string of letters.
The emblem represents the essence of the logo, uniting “D” and “C” in links of a chain, paired in a strong, cohesive connection. The new Dacia logo has a powerful and meaningful vision that will be easily recognizable, even from afar. Simple and easy to understand, these two new elements reflect the strength of Dacia cars, a quality that continues to serve millions of customers every day.
The entire graphic design has been deliberately shortened, as a reminder that Dacia is a brand that focuses on the most significant. Each individual part combines with the others to form a cohesive whole, while creating new opportunities for more digital content. Like the brand they represent, the graphic design elements are strong and flexible. For example: the letter “D” in the shape of an arrow in the logo directs the gaze to the inspiration for the design and hints at a sense of movement created by a brand with a view to the future.
Dacia turns green
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The color scheme, built around khaki-green, evokes the brand’s closeness to nature – a powerful landmark for our customers and a terrain where Dacia cars, such as the iconic Duster, are at home.
Secondary colors fill the range:
– three more earthy colors: dark khaki, terracotta, sand;
– Two additional secondary colors – bright orange and green – complement the range with a more “technological” feel.
The essence of the brand is embodied in its new iconography, symbolizing the need for freedom to recharge the batteries and return to basics. These fundamental needs are felt by many and are reinforced by a general sense of insecurity, they push us to focus on what is really important and to get rid of everything unnecessary. Dacia, Everything. That’s right.
Gradual integration
From June 2021, the new brand identity will be introduced in stages in various communication channels: brand websites, advertising, brochures … Dacia stores will gradually move to the new identity from the beginning of 2022. Cars will adopt the new logos and emblem from the second half of 2022.
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