By on August 8, 2019

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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12 Comments on “Preparing for the Future, Lotus Unveils New Logo...”

  • avatar

    I *definitely* have a problem with this, as the tattoo I got just last week matched the old logo…

    “taking the weight out of the lettering” – Sorry, but those new letters are thicker/heavier than the old ones.

    Does no one know how to add lightness anymore?

  • avatar

    Give us a new Elise and Exige that can be sold in the US and you can paste whatever logo you want on it…

  • avatar

    The last time they tried to change the logo they got rid of Chapman’s initials and changed the colors to black and silver. Traditionalists won’t like it, of which I find myself as one. I mean why bother, it’s just a silly marketing gimmick that costs the company millions to change signs, stationary and logo items.

    The reality is that I can’t afford a new Lotus, but maybe I can pick up a jacket with the old logo at a discount.

  • avatar

    If thing do not improve in few years – change logo again, and repeat until they do.

  • avatar

    Obama would have called it a kinetic military action. Then, he’d say you didn’t build that.

    Can I get some reparations with my burger, plz…

  • avatar

    Change for the sake of change. The stupidest thing since Audi changed their typeface years ago, and Chevrolet changed their bowtie from blue to gold. Oh, and the Citroën change from twin chevrons to twin boomerangs.

    And Simon Clare’s explanation? Lame.

  • avatar

    The reason for this is the same reason as other companies who have simplified their logos — Buick and Cadillac are automotive examples, Google and Farmers Insurance are examples from other industries.

    Any time you see a “flattening” of a logo — removing serifs, shading, gradients, and small details — the reason is to make its appearance crisper and therefore more recognizable on tiny screens.

  • avatar

    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.

  • avatar

    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.

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