Branding subtlety

Report 4 DS 7 Crossback

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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