The renewal of Lotus also translates into a new logo. Geely’s Chinese-owned brand after the Evija hypercar also designs its first SUV
by Corrado Canali
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For the historic British car brand, Lotus, a new era is materializing. An opportunity to launch a renewed logo that can celebrate how this new beginning is fit.
The British automaker revealed it as part of a global agreement with the Norwich City Football Club team that participated in the Premier League. The Lotus brand will feature prominently on the shirts used by the various club teams. The partnership was announced just on the eve of the new Premier League 2019-20 season which sees Norwich make its debut against Liverpool.
At Lotus they know that they are starting an important global transformation that coincided with the presentation, last month, of the electric hypercar Evija as well as affirming that in the coming years Lotus will invest heavily in a series of new models to expand its range and establish itself as a car brand with premium performance to compete on equal terms with those of continental Europe.
Evija
Thanks above all to the economic as well as strategic support of Geely’s Chinese who purchased Lotus in 2017 and who will now also exploit the possible synergies with the other European brand they own, namely Volvo. The new logo is no different from the current one, but avoid the 3D effect in favor of a simple 2D design with block characters that are now straight rather than curved. The British Racing Green and Yellow colors typical of the brand founded by Colin Chapman in 1948 are always expected. But Lotus is working hard both to start marketing on the Evija market, but also to a sports car based on a heavily revised version of the current architecture. It is worth mentioning that the project of the first Lotus SUV made in synergy with the Chinese brand owned by Geely, namely Lynk & Co., is at an advanced stage.