Lotus just changed their brand identity

[Nathan Pitman]

Did not see that coming, all flat, single colour and the ‘Lotus’ text is no longer curved but straight. Seems a little unnecessary to me, so subtle many will miss it. What do you all think?

[RichardC]

And have started sponsoring Norwich City football club.

 

 

[KennyN]

Designed in Microsoft Paint circa 1985?

[Nathan Pitman]

Old logo for comparison... serifs removed from all the things. Bit of a shame I feel.

[RichardC]

The new logo is similar to old Lotus logos from the early days of the company. Look like they're going retro, like the co-op.

 

I can't make out what Delia is saying at the end of that video. Can anyone from Norfolk translate please?

[Nathan Pitman]

Quote from a Lotus PR:

Quote

All Lotus branding reflects the company’s new corporate identity, which features a revised roundel and new typeface for the wordmark. Simon Clare explained: “We’ve looked back at the original Lotus roundel and thought about Colin Chapman’s philosophy – to simplify and add lightness. 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.”

 

[tim_marra]

It looks awful, almost as bad as the Wickens era disaster 👎

[RichardC]

At the Evija launch they said that they were having trouble incorporating the Lotus badge into the carbon fibre. Maybe that's why they've had to simplify the logo?

I quite like the new retro badge. The old one was a bit fussy.

[chipp]

45 minutes ago, RichardC said:

The new logo is similar to old Lotus logos from the early days of the company. Look like they're going retro, like the co-op.

 

I can't make out what Delia is saying at the end of that video. Can anyone from Norfolk translate please?

Sorry Richard, we can't help you there. She alien to us coming from Surrey with a Welsh mother.

 

Chipp

[Bibs]

 

[tim_marra]

1 hour ago, RichardC said:

I can't make out what Delia is saying at the end of that video. Can anyone from Norfolk translate please?

"Lets be 'avin you Lotus!"

It has become her trade mark after the drunken half time appeal to the fans.

 

[Barrykearley]

Absolutely fantastic news - all positive - nothing to dislike here at all.

the brand exposure will be massive - now let’s get some high profile football players in these cars

[Neil D.]

 

Nothing new here !

[Barrykearley]

Correct me if I’m wrong - but they weren’t in the premier league that season - but were the next season 

[Alfa2Evora]

I'll need to be careful that I book a course at the correct 'Lotus Academy' - would be bitterly disappointing to find myself drifting a ball, rather than an Exige, through a line of cones,  .

[Barrykearley]

Wrong type of dribbling 

[AndyH]

It'll be interesting to see how the typeface looks badged across the back of the cars, if that's something they are going to keep doing. I like the old serif font in that instance but I think the new logo works well on screen.

[Nathan Pitman]

Perhaps now the cars will no longer use the huge letter spacing on the rear and the 'LOTUS' lettering there will be an exact replica of what we see in the new badge - because if they keep the wide letter spacing and the serif typeface for the rear that will look all sorts of odd.

I wonder if cars manufactured form today will adopt the new badges too or whether they will reserve that for the new era cars?

[AndyH]

Yes if they do keep using lettering across the rear I think it would definitely be with this new font.

[LotusLeftLotusRight]

Lotus used to be on the sponsors’ backdrop wall when doing interviews after Premier League matches, like on Match of the Day. Maybe that will return? 

I wonder if this Norwich deal was being negotiated when the Evija was launched, hence the request for yellow cars on the cavalcade? 

[NedaSay]

I have mixed feelings about the new badge, i do sort of understand where they want to go with it but it looks unfinished. I always found the current now previous logo very good, and respectful of the Lotus heritage not that this one isn't . but it  has that unfinished look that looks great on your computer but is quite underwhelming on textured material. I understand that it will work better for brand identity across the board when it comes to documentation and all the paper stuff but the font now looks very generic...

[RichardC]

4 hours ago, Nathan Pitman said:

Perhaps now the cars will no longer use the huge letter spacing on the rear and the 'LOTUS' lettering there will be an exact replica of what we see in the new badge - because if they keep the wide letter spacing and the serif typeface for the rear that will look all sorts of odd.

I wonder if cars manufactured form today will adopt the new badges too or whether they will reserve that for the new era cars?

I think that an illuminated sans-serif T makes a much better reversing light!

[Chillidoggy]

I don’t like it. And as for “Simplifying and taking the weight out of the lettering”, what a load of cobblers, do they really think we’re that stupid? Why not take out Colin Chapman’s initials altogether in that case?

[Bee]

I have to say that the new logo strikes me as considerably less stylish than its predecessor  - looks bland at the side of many other sports car companies' logos. That font/lettering is just … 'meh'.

 

I wonder whether some owners will retro-fit the badges...

Edited August 8, 2019 by Bee

[sailorbob]

Ghastly. Was the brief to the branding agency simply 'make the new logo look as cheap as possible'?