With Lotus entering a new era spearheaded by the Evija all-electric hypercar, the British carmaker now under Geely’s umbrella has unveiled a new logo to mark this major global transformation. The logo was revealed as part of a multi-year deal with Norwich City Football Club prior to the start of the 2019/20 Premier League season.
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In terms of design, the new roundel badge isn’t drastically different to the previous one, as it forgoes the 3D effect for a simpler 2D look with block lettering. Lotus’ trademark use of British racing green and yellow colors is still present.
According to Simon Clare, executive director of global marketing at Lotus, the company looked back at the original Lotus roundel and thought about simplifying and add lightness. Simon says:
“We’ve applied that to create a new roundel, taking the weight out of the lettering and adapting the spacing.”