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

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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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Search for a Lotus here

[tosh.brice]

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]

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]

Work experience day at Hethel

[Evilex]

Is it lighter than the old one?

[Europa1]

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]

Like it, reduce to the max, simplified, refreshed and less cluttered.

[OzzyR1]

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]

Bloody "Hethel does...." PH smart arsed titles.

[kambites]

Hmm, looking at that page I think I like the 1968 one best.

[Cold]

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]

Surprised it's got no green on it

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

[unsprung]

Evilex said:

Is it lighter than the old one?

[BFleming]

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]

Well, I really like it!

[LordGrover]

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]

I think my Excel hs the '86 version. I'll have to dig out the bonnet and have a look.

[suffolk009]

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]

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]

...and who said August never has real news?

[pilotdan]

Had to check it wasn't 1st April....