RE: Lotus unveils new 'simplified' roundel

[Europa1]

silentbrown said:

If the logo wasn't problematic, why did they need to write "Lotus Cars" underneath in big letters (and using an unrelated typeface!)

The new logo doesn't address that either.

I'd assumed on the old kit it was because Lotus is far less of a household name than many Premier League shirt sponsors, and awareness of what Lotus does may be less than universal among the Premier League's TV audience.

[Kenny Powers]

Came in to see how long it would take to mention Hethel. Got as far as the first word. I'm fairly sure its just an in-joke at PH towers these days

[MikeGoodwin]

Hethel this, Dieppe that. Munich hit me with a wiffle ball bat.

[unsprung]

I would like to see additional, speculative designs.

In particular, one in which both the circle and the triangle are abandoned. And, subsequently, the nested-letters device is made larger or more prominent.

[LaceMarketLouis]

We do seem to have a lot of graphic designers in today!

It's a modern, clean evolution. Take a look at similar re-brands from huge people like MasterCard, John Lewis, Gap and Uber

[anonymous-user]

I usually hate redesigns like this, but I actually like that. It looks fresh and clean compared to the old logo without losing any of the identity.

Shame they felt the need to wrap it up in marketing BS, but that's life.

[bluesierra]

MikeGoodwin said:

Hethel this, Dieppe that. Munich hit me with a wiffle ball bat.

Funnily they never cite Sunderland when talking about Nissan, or Sochaux for Peugeot

[simonrockman]

These things go in fashions.

BT went from this



To this


To this recently launched one:



You can see that the thinking behind the new Lotus logo is a lot like that behind the new BT logo.

Give it time and they will both have bevelled edges and drop shadows when the 3D look comes back into fashion.

[simonbamg]

just need some decent cars to stick the badge on now

[fredd1e]

simonrockman said:

These things go in fashions.

BT went from this



To this


To this recently launched one:



You can see that the thinking behind the new Lotus logo is a lot like that behind the new BT logo.

Give it time and they will both have bevelled edges and drop shadows when the 3D look comes back into fashion.

They probably went for a an all black logo to save on colour toner ink on staff printed docs. Seen that logo change reason 1st hand to save the been counters chrimbo bonus.

[skilly1]

I like it, simple, easily recognised from a distance and easy to read. Companies need to update their logos to current trends, if they want to be thought of as progressive.

[unsprung]

https://www.cafepress.com/+,52840857

[dandarez]

unsprung said:

Evilex said:

Is it lighter than the old one?

Yeah, but not as light(weight) as this (and design has stayed virtually same since 1958)






The old advice is still the best...

If it ain't broke, don't mend it.

Simplicate, don't complicate!

Edited by dandarez on Thursday 8th August 17:03

[over steer]

Not quite crazy over that, I get the simply and add lightness aspect, however the new logo doesn't quite scream "luxury brand". Then again if it works for Chanel..

[BFleming]

Turbobanana said:

Delia Smith is a near-neighbour of my in-laws.

Does the noise of her recycling bins being emptied bother them?

[twinturban]

New logo looks cheap and dull. CABC initials are now inelegant also, a real shame. New management egos want to leave their mark on the brand so relieved to see CABC there at all! Lotus have a great logo that wasn't in need of updating.

[amgmcqueen]

Looks like a cheap Chinese knock-off.

Awful!

[unsprung]

The CABC letters device has the potential to be highly discriminating versus competitive brands (or versus any brand, for that matter). Additionally, the circle, all encompassing as it is, denies space to the device and to the brand name.

I can't of course place myself in the shoes of Lotus management and their design partners. There are, nevertheless, a number of reasonable questions that an outsider could ask.

I don't dislike what Lotus have finally agreed. That's why I've posted about "questions" and about "speculative" designs.

[FWIW]

Jon_S_Rally said:

Totally see why they've done this. We are going through a period of simple, fuss-free designs. Multiple colours and gradient colours are out, so I'm not surprised that this is what they've gone for.

+1
Absolutely the right thing to do IMO.

[ducnick]

Ferrari are doing the same thing and simplifying their logo for a younger audience. Behold the new my little pony inspired logo.

Who comes up with this nonsense. Your logo represents your brand. If you change it then you risk devaluation of the brand heritage. What’s next? A two pointed star from Mercedes as it’s lighter than the traditional 3 pointed version?

Edited by ducnick on Thursday 8th August 20:00