Brand­ing subtlety

Re­port 4 DS 7 Cross­back

Top Gear (UK) - - GARAGE | AWARDS 2018 - ADAM WADDELL

ve com­mented be­fore on the lengths DS has gone to, to avoid any ref­er­ence to its Cit­roen par­ent brand. It turns out I was wrong, though – there are ref­er­ences lit­er­ally ev­ery­where on the DS 7.

If you look closely, you’ll no­tice the DS logo is made up of three chevrons – and, as a re­sult, chevrons and di­a­monds fea­ture through­out the de­sign of the car. The front grille, rear lights, stitch­ing on the seats, switches and the mood light­ing in­serts in the front door all fea­ture a di­a­mond de­sign. And that’s be­fore you’ve even con­sid­ered the dash dis­play graph­ics, which are all – you guessed it – di­a­mond-based.

The cen­tral screen has a neat fea­ture – if you put three fin­ger­tips on the screen to­gether you’ll be in­stantly re­turned to the main menu. Try do­ing that and you’ll find that your fin­ger­tips nat­u­rally form a chevron shape – although that might just be me over­think­ing things. Ei­ther way, the brand­ing of the par­ent com­pany runs through­out the DS 7 – it’s just so classy and sub­tle, you don’t in­stantly no­tice it.

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