The French motorcycle industry has a long history. Like the British motorcycle industry, it grew directly out of the popular bicycle workshops of the late 19th and early 20th centuries. However, unlike modern countries that have taken the lead in this direction, Louis-Guillaume Perrault invented the world’s first motorcycle here in 1868. Or rather, “steam bike,” because one day, tired of pedaling, Perrault adapted a small steam engine to his bicycle. This let him travel 15 kilometers to and from work with little effort. As a result, by the beginning of the 20th century, France was already a decade ahead of all other world powers in developing the motorcycle industry and exporting its machines worldwide, including to Japan.
What are French motorcycle brands?
French motorcycle brands include Peugeot, MBK, Motobecane, Voxan, Rene Gillet, Gnome & Rhone, Barigo Motorcycles, Godier & Genoud, and Scorpa. These companies range from old to relatively young.
The mid-20th century was a global crisis for the motorcycle industry, and this area in France was no exception. Falling car prices and the rise of mass production made transportation more affordable. The crisis led to the closure of all French motorcycle brands, as they could not withstand such strong competition. Only Motobécane and Peugeot tried to stay afloat. However, Motobécane went out of business in the 70s, leaving the market open for Peugeot. In recent years, three new firms have attempted to revive this trend but failed to capitalize on Peugeot’s good fortune.
Peugeot
In 1898, in the town of Mander, Armand Peugeot founded the company and began producing motorcycles. The range includes scooters and components needed to repair motorcycles sold worldwide. However, the scooters became very profitable, which halted motorcycle production until 2010, when the Peugeot P2x Roadster and P2x Cafe Racer were reintroduced to the factory’s inventory. However, in 2019, the owners decided to sell the brand to Indian company Mahindra, which makes scooters and tricycles at its sites in France and China.
The company’s trademark lion is recognized by more than just car enthusiasts. The cult movie “Taxi,” directed by Luc Besson, helped boost its popularity. Over the years, the brand’s logo has changed, while consistently preserving its concept. The Lion Fil logo, depicting a heraldic roaring lion standing on its hind legs and characterized by its refined, sophisticated design, remained on Peugeot motorcycles until the brand’s sale. It consisted of several colors: silver, blue, and black, each with its own emotional component and special meaning. Silver symbolizes a blend of innovation and tradition, reflecting many years of experience. Black demonstrated its rigor and authority.
MBK
One of the leading French motorcycle companies, MBK, is an offshoot of the oldest French motorcycle manufacturer, Motobecane. Its founders were Charles Benoit and Abel Bardin. The company first introduced a two-wheeled machine with an engine under its trademark in 1923. After seven years, the company became the largest representative of the French motorcycle industry and remained a world leader until the 1950s. In 1981, during the crisis year, the company went bankrupt, and three years later, the Japanese motorcycle company Yamaha acquired it. In this case, the brand’s name was reduced to MBK.
The company’s name combines two words, “moto” and “bike.” The new owner changed the logo to three letters, which it still uses today. Visually, the sign features these three letters in bright blue, lowercase, in a font similar to Shapiro Base Plus. A circle tilted to one side, symbolizing a wheel, is complemented by two hemispheres tilted to the other side, creating the impression of the mark as a schematic depiction of the atom’s perpetual-motion machine.
Voxan
The young French brand Voxan made its name in 1995. Its founder, Jacques Gardette of Issouar, wanted to bring to life his idea for an original motorcycle: a unique design featuring a V-shaped two-cylinder engine. Sodemo Moteurs built the engine, and Alain Chevalier built the chassis. The company’s primary focus was on transitioning to electric motors. In 2009, Monaco-based Venturi, owned by Gildo Pallanca, bought the brand. Venturi Automobiles has continued to develop Voxan motorcycles along the same lines, launching the first Wattman electric motorcycle in 2013.
The brand stands out not only for its design and engine type. Its logo is also original in execution and has a spectacular visual design. It is based on the brand name itself, Voxan, in lowercase letters, with the accent element being the letter “X.” This symbol is formed by connecting the letters “O” and “N” while also creating a crossbar “A,” reinforcing the impact. At the same time, the “rainbow” color in a gradient design, from “Death Indigo” through shades of blue-gray, periwinkle, lavender, and back to blue-gray and indigo, provides a strong visual impact. Agility Std Heavy was taken as a base and given a design treatment.
Rene Gillet
The famous French motorcycle manufacturer, René Gillet, produced motorcycles from 1897 to 1957. Initially, it produced motorcycles in Paris. Then, it moved to the factory suburb of Montrouge, on the banks of the Seine. The company produced its first two-wheeled “horse” in 1902, and in 1904, the owner registered his first patent. Success came in the 1920s thanks to government orders. However, the war years led to a decline in production. The lack of new developments drastically reduced sales. In 1955, Peugeot bought the company, and it closed completely five years later.
The French style of that time influenced the formation of the brand’s emblems. The lightness and delicacy of vaudeville and Moulin Rouge poster design were evident in the text. In deep red, the light, floral typeface matched the motorcycle’s lightness and flashiness, attracting fans even more than the features did. The two words of the brand name were arranged in a staggered pattern, one below the other. They were united by an arc that, smoothly, as a continuation of the leg of the letter “t,” rose around the whole text, ending before the first letter of the second word. The arc varied in thickness. It increased, then faded toward the end.
Gnome & Rhone
Almost all French and many other early-20th-century airplanes were equipped with Gnome & Rhone engines, bringing them worldwide fame during 1914-1918. After the war, the company’s capacity allowed it to begin producing motorcycles, expanding its interest in the civilian market. However, World War II required new developments in aviation. The company worked for the German Luftwaffe, which led to its cessation of operations under direct, accurate Allied bombing in 1945; it discontinued operations except for small-scale motorcycle and bicycle production, which Snecma took over in 1949.
The company’s emblem accurately reflected its core business. The circle, symbolizing the movement of propeller blades, with a stylized image of an airplane cabin at the center, with two departing from its propellers, was rendered in light brown. This symbolized the wood used to assemble airplanes at the time. In contrast, the inner free field was black, symbolizing assertiveness and steadfastness in pursuing the goal. Later, this color took on a different interpretation, becoming associated with the development of the Luftwaffe, whose uniforms also featured it. To the right of the upper blade and the left of the lower blade were segments with brown stripes, creating the illusion of the propeller rotation. The brand name went from top to bottom, along with the blades. In the remaining two free sectors to the right and left of the propeller, filled with black, the first letters of the name were applied in red, allowing us to compare this color combination with the colors of the Nazi German flag.
Barigo Motorcycles
The brand’s founder, Patrick Barigo, a former motorcycle racer from Thouars, France, established the brand in 1973. Failures throughout his career motivated him to design his own motorcycle, ultimately leading to victory. His first step was an attempt to create a machine based on the Bultaco 250 in 1976. However, favoring the four-stroke engine type, he modernized the chassis, becoming the first in the world to create such a model. Subsequent victories in motorcycle races increased interest in the brand. 1986 marked the introduction of the Tanagra supermotard. However, financial difficulties hindered the company’s development. In 1993, he surprised the world again by creating two models that the police bought. But in 1997, the company closed down.
The Barigo logo was simple and laconic. The brand name was inscribed into the contours of the French flag as a stylized arrow pointing forward. The text was broken down into several elements. All letters at the beginning of the word “Bari” were connected, and the last two letters were separated as if forming the English word “go,” adding a semantic load of moving forward. The text was inscribed in the middle white part of the flag, pointing from bottom to top to symbolize this movement. The letters are light beige with white strokes, stylized as a headwind to convey high speed.
Godier & Genoud
For 25 years, from 1970 to 1995, French riders Georges Godier and Alain Genoud modernized Kawasaki and Honda motorcycles. They changed the wheelbase to a track base. During the modernization process, they utilized an engine of their own design. However, the market did not demand such machinery. As a result, the 1990s became their last attempt to turn the idea into a profitable venture. At this time, they created another fast-road customs line, but with the same result. In 1995, the brand was closed down.
The owners paid little attention to their brand’s visual identity. They created an emblem and placed it not only on motorcycles but also on office stickers and signs in the company’s production department. The text was two words: the founders’ surnames. Written in capital letters, “Godlier generous” in two lines, with the second word shifted one sign to the right relative to the upper one, the text was not characterized by intricacy or special attractiveness. Visually, it gained volume by casting shadows with a mat. Simplicity and laconism remained in the memory of those who had the time to become acquainted with various types of brand products.
Scorpa
Scorpa is one of the youngest French motorcycle brands, established in 1993. Production was based around the town of Alès. Founded by Marc Teysier and Joel Domergue, the company developed trial motorcycles designed specifically for the sport of the same name, which involves performing difficult tricks and overcoming obstacles. In 1994, the company released its first model, the WORKS 294. However, the company was liquidated in the summer of 2009 due to internal conflict. In the fall, Marc Teissier bought back the brand and, by 2010, was preparing to release several new models from a new address in Alès, Nîmes.
The brand was represented by an emblem featuring a stylized scorpion preparing to strike, with the brand name displayed beneath. The text and mark were rendered in black, the color of the future, a symbol of renunciation in the name of victory and unrestrained pursuit of the goal. The font chosen for the visualization, Personalization Regular, was redesigned to better match the company’s spirit. All the letters were slanted to the right, symbolizing the starting tension and acceleration. The letters “P” and “P” lost some of their legs, causing the gap to merge with the blank interior of the letterheads and creating a stylized look of high-speed movement. The letter “A” is made as a starting “shoe.”