The Proton armada continues its charge ahead into international waters with a new corporate identity as a major anchor for its strategy to transform into a global automotive brand. At the core of the new identity is an evolution of the tiger logo with a new tagline to go along with it.
It isn’t a huge leap away from the previous logo but more of an adaptation of its global ambitions into the design cues. Gone is the outer “shield” with only a circular emblem surrounding the redesigned tiger’s head. If you grew up watching Saturday morning cartoons in the 90s, the Thundercats logo might have more than a striking resemblance but there’s nothing cartoonish about the carmaker’s global ambitions.
Furthermore, the tiger’s head in the Proton logo enters the head from the left and has various levels of shading for sense of depth.
Joining the new logo is the new “Inspiring Connections” tagline that the carmaker claims “encapsulates the brand’s aspiration of utilising technology and mobility to help make human connections that inspired a successful life.”
The tagline is a combination of three core values; innovative technology, reliability and international. Innovative tech is the likes of “Hi Proton” and active safety, reliability covers the products and aftersales that has been given a major shot in the arm by Proton and Geely with a stronger dealer network and lastly, international refers to its goal of being a top three automotive manufacturer in the Asean region.
If you’re wondering which Proton model will sport the new logo, the answer is pretty obvious. Expect the locally-assembled (CKD) version of the X70 to be the first with the new logo. As the current range of models are facelifted, they too will adopt the new logo.