With a number of new products in the works, Lotus is entering a new era and has just unveiled a new logo to signal its start.
The British car manufacturer revealed its new logo as part of a global deal with British Premiere League team Norwich City Football Club. Lotus branding will be featured prominently on the shirts used by the club’s various teams at different age groups. The partnership was announced on the eve of the club’s 2019-20 Premier League season against Liverpool.
Lotus says that it is “embarking on a major global transformation” following the unveiling of the all-electric Evija hypercar last month and asserts that it will invest heavily in a host of new models in the coming years to expand its range and establish itself as a premium performance car brand to rival those from mainland Europe.
The new logo isn’t drastically different to the old, but eschews the 3D effect in favor of a simple 2D design with block lettering that’s now straight rather than curved. The company’s British Racing Green and yellow colors are still used.
Concerning this change, Lotus marketing chief Simon Clare said the company “looked back at the original Lotus roundel and thought about Colin Chapman’s philosophy: to simplify and add lightness.”
In addition to working hard bringing the Evija to the market, Lotus is working on at least one other sports car based on a heavily revised version of its current architecture. Work is also being done on a Lotus SUV which was recently spied wearing the skin of a Lynk & Co 01.