After many years of “semi-inactivity”, Lotus seems to be re-emerging and in addition to the already revealed Evija, its first hyper sports car and also its first electric, the British brand has revealed a new logo to enter this new era.
Currently in Geely's hands, Lotus is entering a new phase of its history and so nothing better than a new logo to mark it, while taking advantage of an agreement signed with the English Premier League club Norwich City Football Club.
Thanks to this agreement, the new logo of the brand founded by Colin Chapman will appear on the jerseys of the club's youth teams. The agreement also provides for the club's training center and academy to be renamed, respectively, “The Lotus Training Centre” and “The Lotus Academy”.
What has changed in the new logo
Truth be told, the new logo is nothing more than a redesign of what existed until now, which in turn, maintained the elements and layout of the first logo at the time of the foundation of the brand, in 1948.
The redesign has essentially gone through a process of simplification — goodbye 3D effects (light and shadow), hello 2D or “flat design”, a simpler solution that better adapts to today's digital needs.
The biggest difference lies in the typeface used — it went from a serif typeface to a linear one — and in the layout of the word “Lotus”, which became horizontal.
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Even so, the color match between yellow and the famous British Racing Green that is synonymous with the brand continues to be present in the new logo. Lotus marketing head Simon Clare said the brand "He looked again at the original Lotus logo and recalled Colin Chapman's philosophy: simplify and add lightness."
Lotus also noted that it is “embarking on a major global transformation” saying it will invest in a number of new models in the coming years to expand its reach and establish itself as a premium brand of high-performance models to rival the brands from continental Europe”.