RE: Lotus unveils new 'simplified' roundel

RE: Lotus unveils new 'simplified' roundel

Friday 9th August 2019

Lotus unveils new 'simplified' roundel

Hethel seeks to cover all bases with a revamped corporate identity - and a Premier League tie-up



It wasn't so long ago that Lotus press releases were punctuated by ice ages. Now, they are seemingly like buses. With the Evija reveal barely off the boil, Hethel has unveiled its next step forward - a revised version of the roundel badge which has adorned its product range almost unchanged since 1989.

News of the new logo was carefully embedded in another wider missive about Lotus reaching a 'multi-year global partnership' with Norwich City Football Club - and it's safe to say that the branding requirements of the deal are likely to have stipulated a revamp of the manufacturer's slightly tricky typeface.

It is notoriously easy to make a hash of this sort of corporate tidy up, so it's pleasing to report that Lotus has done rather well. The classic design - featuring an emblem made up of Anthony Colin Bruce Chapman's initials - remains, but is simplified in appearance and will now use just two colours. The word 'Lotus' has been straightened, too.


Naturally this is partly about making the logo more readable when it's splashed across an academy player's shirt - and the signage at Norwich's training facility - but the consensus in the office is that it looks rather good when applied to the side of an Evora as well.

Simon Clare, Lotus's marketing man, 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."

The reverence shown to the first roundel, adopted in 1948, is appropriate. The last time Lotus had a go at properly revising it, it was 1986 and the firm did a good job of ruining it completely (hence the return to the outgoing design just three years later). We'd wager the new coporate identity is going to enjoy a longer run.


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Author
Discussion

tosh.brice

Original Poster:

177 posts

166 months

Thursday 8th August 2019
quotequote all
Shame you didn't give us pictures of all the versions...

[edited] see here: https://www.autocar.co.uk/car-news/new-cars/lotus-...

Edited by tosh.brice on Thursday 8th August 11:55

BFleming

2,234 posts

98 months

Thursday 8th August 2019
quotequote all
Pistonheads said:
Lotus reaching a 'multi-year global partnership' with Norwich City Football Club
Will be interesting to see what happens if Norwich are back in the Championship next season.

Stonefly

17 posts

138 months

Thursday 8th August 2019
quotequote all
Work experience day at Hethel

Evilex

498 posts

59 months

Thursday 8th August 2019
quotequote all
Is it lighter than the old one?

Europa1

10,297 posts

143 months

Thursday 8th August 2019
quotequote all
Why is it "safe to say that the branding requirements of the deal are likely to have stipulated a revamp of the manufacturer's slightly tricky typeface"?

Lotus has been the shirt sponsor for Norwich City before (complete with branded sports seats in the dugouts), and the logo didn't seem problematic then.







Edited by Europa1 on Thursday 8th August 12:41

Hugh Jarse

3,300 posts

160 months

Thursday 8th August 2019
quotequote all
Like it, reduce to the max, simplified, refreshed and less cluttered.

OzzyR1

4,402 posts

187 months

Thursday 8th August 2019
quotequote all
tosh.brice said:
Shame you didn't give us pictures of all the versions...

see here: https://www.autocar.co.uk/car-news/new-cars/lotus-...
LOL, never seen that 1986 one before, who the hell looked at that and thought "Yep, I've done a cracking job there!!"

jhayward1980

67 posts

169 months

Thursday 8th August 2019
quotequote all
Bloody "Hethel does...." PH smart arsed titles.

kambites

59,163 posts

176 months

Thursday 8th August 2019
quotequote all
Hmm, looking at that page I think I like the 1968 one best.

Cold

9,186 posts

45 months

Thursday 8th August 2019
quotequote all
BFleming said:
Will be interesting to see what happens if Norwich are back in the Championship next season.
She features at the end of their promo video.

https://www.youtube.com/watch?time_continue=1&...

Tickle

3,814 posts

159 months

Thursday 8th August 2019
quotequote all
Surprised it's got no green on it scratchchin

...or is the dark (black?) bit green and I'm due a parrot?

unsprung

4,596 posts

79 months

Thursday 8th August 2019
quotequote all
Evilex said:
Is it lighter than the old one?
thumbup

BFleming

2,234 posts

98 months

Thursday 8th August 2019
quotequote all
Cold said:
BFleming said:
Will be interesting to see what happens if Norwich are back in the Championship next season.
She features at the end of their promo video.

https://www.youtube.com/watch?time_continue=1&...
So she does - brilliant!

LaceMarketLouis

1,615 posts

139 months

Thursday 8th August 2019
quotequote all
Well, I really like it!

LordGrover

31,407 posts

167 months

Thursday 8th August 2019
quotequote all
tosh.brice said:
Shame you didn't give us pictures of all the versions...

[edited] see here: https://www.autocar.co.uk/car-news/new-cars/lotus-...
Ta.


Hmmm. Gone too far - looks dull, uninspired and just a bit plain.

2009 above appeals to me most.

crofty1984

14,094 posts

159 months

Thursday 8th August 2019
quotequote all
I think my Excel hs the '86 version. I'll have to dig out the bonnet and have a look.

suffolk009

4,102 posts

120 months

Thursday 8th August 2019
quotequote all
This is absolutely horrible. Last time Lotus came up with anything so bad was that blobby one in the late 80s.

This is nearly as comically bad as the various Caterham logo refreshes.

For your amusement an original 80s keyring (for sale at classic leather fobs).


Jon_S_Rally

825 posts

43 months

Thursday 8th August 2019
quotequote all
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.

bluesierra

70 posts

51 months

Thursday 8th August 2019
quotequote all
...and who said August never has real news?

pilotdan

39 posts

146 months

Thursday 8th August 2019
quotequote all
Had to check it wasn't 1st April....