A showcase modelled on the brand's new visual identity
It is first embodied by a minimalist logotype, inspired by objects often found in garages and car shops, such as gears, chains, and tools. Objects that evoke strength, reliability, and functionality. The simple yet precise lines of the emblem – the logo’s very essence – reflect the joining of the ‘D’ and ‘C’ of Dacia, two symmetrical pieces like links in a chain. They symbolise sturdiness and connection. Lastly, Dacia switches from blue to khaki green and a brand-new colour scheme that express a feeling of wide-open spaces and the brand’s outdoor spirit.
Since then, the Design teams have been working on a new face for the Dacia dealerships, one that draws heavily on the visual and graphic design already used in Dacia communications since June 2021.
Outside, a large totem pole marks the entrance to the dealership. Its base is made of wood and its top is in khaki-coloured metal and incorporates the brand’s new emblem in white. A second totem pole, located near the front door, provides practical information. A thick khaki-coloured line runs around the contours of the façade on the main building. Therein lies the showroom for Dacia vehicles. The upper section of the façade, above the main window, features the brand’s logotype with light-box lettering with black painted edges. Khaki-coloured by day, the logotype shows as white when illuminated at night. Finally, flags with the Dacia emblem and splashes of complementary colours such as terracotta and sand provide extra signage.
In late 2021, three design agencies competed for the contract to rework the showroom. It is set to be unveiled at a pilot site mid-way through 2022. The reception area will be an inviting space so that customers will feel at ease when speaking with sales staff and buying a vehicle. Thomas explains,
We will emphasise branding and everything digital thanks to a new customer journey that is more transparent, simple, and unique.