DS Automobiles is a French car brand that produces premium cars. Citroen formed it and from 2009 to 2014 was its subsidiary. Then the firm gained legal independence and became a separate brand. From 2025, she plans to manufacture hybrid and electric vehicles. Its headquarters are now located in Rueil-Malmaison.
Meaning and History
The founder of the company is Groupe PSA, which included Citroen, Peugeot, and Talbot. None of them had the status of a luxury car brand. Therefore, it was decided to experiment with prices and brands, as Volkswagen (created Audi) and Chevrolet (founded Buick) did. The project began in 1976, but the manufacturers lacked the technical capabilities to justify the higher cost of the car.
This continued until Citroen launched the DS series, promoting one of its older models (1955-1975), designed by Andre Lefebvre and Flaminio Bertoni. The lineup started in 2010 with a Citroen DS3 model based on the C3 Pluriel and DS Inside concept lines. Top Gear praised the novelty, and JD Power magazine called it a supermini four times.
In 2013, the subcompact became the best-selling car in its class and held 40 percent of the European premium segment. So the DS series became widely known, although the company continued to produce similar cars on the same base, simply improving it. As a result, the updated concepts DS4 (in 2010) and DS5 (in 2011) appeared. They were based on the previous lines of Hypnos (2008) and C-SportLounge (2005).
The abbreviation DS is also old, and there are several stories of its origin. According to the first, the brand name is an abbreviation for “Different Spirit.” According to the second, these are the first letters from the phrase “Distinctive Series.” The third assumption is more romantic and says that such an abbreviation in French means the word “goddess.” And it is pronounced that way – “DS,” from the term “deesse.” In any case, this shape was the basis for the logo, which has hardly changed over the years.
2009 – 2014
When Citroen opened its division, it immediately provided it with a personal logo. The badge was placed on the back seat and did not reflect the parent company’s identity – it was completely different. Essentially, graphics and text have been combined because the two silvery shapes are abbreviated for “DS.” The designers made the first letter in a triangle or an arrow pointing to the right. They presented the second symbol in the form of a zigzag, in which the outlines of “S” are guessed. It is elongated vertically, and its top looks like a mirror image of “D.” All elements are silvery, have reflections and shadows; therefore, they are perceived as three-dimensional.
2014 – 2019
After the brand was separated from the parent company and became independent, he did not change the logo. The only innovation is the appearance of the “DS Automobiles” lettering. The font is thin, in the upper case, with a balanced outline and wide letter spacing. The graphic part has remained the same – two pointers directed at each other, which symbolize the letters “D” and “S.”
2019 – present
Changes have been made to the label but not to the icon. Now, instead of thin letters, bold, elongated ones are used. They are grouped more tightly than before, so they look serious and imposing.
Font and Colors of the Emblem
It has always been the same – the abbreviation “DS” is stylized as metal. The latest redesign is related to the merger of PSA and FCA, which will form the Stellantis group.
Until 2019, the brand name on the emblem was done with a typeface resembling Rival Sans Regular or Arkit Regular. These are thin sans serif fonts. After 2019, a different writing style was approved, as close as possible to Althawra Fikra Bold or Config Condensed Medium with minor changes.
The corporate palette consists mostly of shades of gray, which makes the logo look three-dimensional. It uses silver, cold white, graphite, chrome, ash, and other colors.