Celebrating 150 Years of the Lion
Nowadays, the Lion is the universally recognised emblem of PEUGEOT products currently distributed in over 150 countries. In fact, Emile PEUGEOT first trademarked a Lion, with or without an arrow, as his brand on 20th November 1858.
Origin of the Lion
Emile PEUGEOT called on the services of Julien BLAZER, a goldsmith and engraver in the Franche-Comté region of France, to create this logo in order to identify PEUGEOT brand products.
The Lion was quickly affixed to the saws and rolled-metal edge tools produced by the company. This animal was chosen for its easy comparison with PEUGEOT saws, as they were, and still are, famous for:
- Their hardwearing teeth, just like the lion’s teeth
- Their flexible blades, just like the lion’s spine
- Their cutting speed, just like the speed of a pouncing lion
The graphic presentation of the Lion has evolved over the years from that of a left-facing majestic profile surmounting an arrow in the early days, to versions without an arrow or even, on rare occasions, facing towards the right. In 1882, the top of the Lion’s mane was altered and its body made more imposing.
The emblem quickly became PEUGEOT’S only trademark and, in addition to tools and saw blades, in 1881 it was included on coffee mills for which production had started in 1840. It then appeared on bicyclesfrom 1882 and on motorcycles from 1898.
The Lion enters motoring history
While the first series production car (the Type 3) manufactured by Armand PEUGEOT dates from 1891, mass-produced cars only started to sport a Lion rampant on an arrow in 1906. In this way, from its early beginnings, the Lion was part of one of the world’s first three automobile Marques.
In 1910, the two entities (PEUGEOT Frères and Armand PEUGEOT) merged to become La Sté des Automobiles et Cycles PEUGEOT. Both product ranges were developed side-by-side until the First World War and the BéBé Lion designed by Ettore Bugatti and presented at the French Motor Show in October 1912 was last car of that era to bear the Lion.
The Lion disappeared and ensuing ranges of cars just had old-fashioned lettering inside a bean-shaped border on their radiator grille, while some had the lettering repeated on the radiator, or inside a shield (from the 201 onwards).
However, in the 1920’s, Lion became a rallying sign for “Peugeotistes” (Peugeot owners) who would use it to embellish their car radiator caps. At the time, the network sold two types of Lion radiator cap: the roaring Lion by the sculptor Marx and the Lion ready to pounce by Baudichon.
For their part, the cycles and motorcycles divisions initially adopted the Lion rampant on an arrow against a spoked wheel background. In the 1920’s, this became a fighting Lion turned towards the right and finally, in 1960, the same representation was maintained, but with upright lettering. PEUGEOT tools and domestic appliances opted for the Lion rampant on an arrow within a shield, or on an oval plaque on coffee mills.
The Lion leaps onto the front
From October 1933 with the launch of the body styling known as “aerodynamic” for the entire range (the 201BR, the 301 CR and the 601 C and, one year later, the 401), a Lion’s head made its first appearance at the top of the radiator grille.
The idea was continued with a more tapered head shape on the 402 (1935), and then on the 302 and on the 202. In 1948, the 203 adopted a bonnet-mounted figurehead Lion with sharper styling. This new bonnet-mounted Lion was also destined to be used on the 403. Both these decorative items were deemed dangerous in the event of an accident and were discontinued in September 1958.
The Lion strikes a pose
The launch of the 203 saw the first appearance of the heraldic Lion of the Franche-Comté region and the Duchy of Montbéliard. It appeared on the boot of the 203 until October 1952 and moved to the front bonnet section in September 1958 until the end of series production in February 1960. During this same period, the heraldic Lion also appeared on PEUGEOT motorcycle products.
This same Lion was placed inside a small shield in the centre of the 403 radiator grille between April 1955 and 1966 before being replaced by a larger version inaugurated on the 404 in May 1960. This version of the shield was introduced on all models during the 1960’s.
In September 1968, it was replaced by a gilded or chromium-plated Lion, without its edging. It was incorporated on the 504, before being adopted on the 404, the 204, the 304 and the 104.
With the change of generation, a “cutaway’” Lion appeared on the 604 launched in September 1975, with a version adopted on the 305 (November 1977) and the 505 (May 1979), before reappearing on a black background in 1982 on the 205, in 1985 on the 309, in 1987 on the 405, in 1989 to the 605, in 1991 on the 106 and in 1993 on the 306.
The Lion asserts its success
At its launch in October 1995, the 406 was immediately recognisable by its more emphatic Lion that was rapidly adapted to all “6″ generation models. In 1998, the modern Lion arrived with its stylised shapes and angular lines to decorate the front and rear of PEUGEOT cars and scooters.
In 2000, as part of its mission to keep alive Peugeot’s heritage, the Peugeot Adventure Association placed the Lion inside a shield with a blue background, edged with a yellow line, as a tribute to the way in which the Marque used to be identified.
Source and images copyright: PEUGEOT
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