Preparing for the Future, Lotus Unveils New Logo

Matt Posky
by Matt Posky
preparing for the future lotus unveils new logo

While Lotus Cars’ world premiere of the Evija hypercar was easily the biggest announcement made by the company in the past ten years, another major announcement slipped in beneath the radar this week. Apparently, Lotus has a new logo.

Whilst browsing the brand’s latest press releases, we noticed it had uploaded some new photos of the Evija and a gaggle of snapshots from its new partnership with the Norwich City Football Club. Despite European soccer sponsorships holding this author’s interest about as well as a sieve holds water, something looked a little off about the Lotus emblem emblazoned on the Evora and Exige models parked outside of the renamed “Lotus Training Centre.”

Why Lotus decided to bury its new branding announcement deep within a press release about its favorite sports club is anybody’s guess. Perhaps it felt the changes to the logo weren’t extreme enough to warrant a separate announcement.

The changes are subtle and harken intentionally back to the original badge its models wore though the middle-to-late 20th century. We doubt anyone will have difficulties with the changes. The new emblem ditches the serif font and curvature of its predecessor in favor of a minimalist appearance. The metallic outline is similarly missing, with the singular bit of flash stemming from a touch of negative camber on the T.

Lotus founder Anthony Colin Bruce Chapman is also still honored on the badge. However, his mark has likewise been toned down by going sans serif. Conversely, parent company Geely did not find itself with a place on the new logo — which is probably for the best.

“We’ve looked back at the original Lotus roundel and thought about Colin Chapman’s philosophy — to simplify and add lightness,” explained Simon Clare, Lotus’ Executive Director of Global Marketing. “We’ve applied that to create a new roundel, taking the weight out of the lettering and adapting the spacing. We’ve also straightened the word ‘Lotus’ so it’s consistent with the Lotus wordmark.”

We think this will look just fine on a jersey, hat, or jacket — though perhaps not quite so cool as the John Player Special emblem.

[Images: Lotus Cars]

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  • ToddAtlasF1 ToddAtlasF1 on Aug 09, 2019

    How many times have they reinvented themselves without delivering accompanying revolutionary product? I'm starting to think of them as the Cadillac of exotic cars.

  • SPPPP SPPPP on Aug 13, 2019

    I am rather ambivalent about the change. I think it looks basically pleasant. I don't think it looks particularly modern. I find the new logo reminiscent of the mid-1960s more than today's era. A strong flavor of the 1968 John Deere logo.

  • Lou_BC "They are the worst kind of partisan - the kind that loves their team more than they want to know the truth."Ummm...yeah....Kinda like birtherism, 2020 election stolen, vast voter fraud, he can have top secret documents at Mar-lago, he's a savvy business man, and hundreds more.
  • FreedMike This article fails to mention that Toyota is also investing heavily in solid state battery tech - which would solve a lot of inherent EV problems - and plans to deploy it soon. https://insideevs.com/news/598046/toyota-global-leader-solid-state-batery-patents/Of course, Toyota being Toyota, it will use the tech in hybrids first, which is smart - that will give them the chance to iron out the wrinkles, so to speak. But having said that, I’m with Toyota here - I’m not sold on an all EV future happening anytime soon. But clearly the market share for these vehicles has nowhere to go but up; how far up depends mainly on charging availability. And whether Toyota’s competitors are all in is debatable. Plenty of bet-hedging is going on among makers in the North American market.
  • Jeff S I am not against EVs but I completely understand Toyota's position. As for Greenpeace putting Toyota at the bottom of their environmental list is more drama. A good hybrid uses less gas, is cleaner than most other ICE, and is more affordable than most EVs. Prius has proven longevity and low maintenance cost. Having had a hybrid Maverick since April and averaging 40 to 50 mpg in city driving it has been smooth driving and very economical. Ford also has very good hybrids and some of the earlier Escapes are still going strong at 300k miles. The only thing I would have liked in my hybrid Maverick would be a plug in but it didn't come with it. If Toyota made a plug in hybrid compact pickup like the Maverick it would sell well. I would consider an EV in the future but price, battery technology, and infrastructure has to advance and improve. I don't buy a vehicle based on the recommendation of Greenpeace, as a status symbol, or peer pressure. I buy a vehicle on what best needs my needs and that I actually like.
  • Mobes Kind of a weird thing that probably only bothers me, but when you see someone driving a car with ball joints clearly about to fail. I really don't want to be around a car with massive negative camber that's not intentional.
  • Jeff S How reliable are Audi? Seems the Mazda, CRV, and Rav4 in the higher trim would not only be a better value but would be more reliable in the long term. Interior wise and the overall package the Mazda would be the best choice.
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