New logo is the latest move as the Geely-owned sports car maker seeks to turn itself into viable long-term operation.
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Lotus has revealed a new logo, which is now being employed on its website and some of the brand's new advertising. It's not clear when the modernised badge will appear on its vehicles, though.

As we can see in the compilation of Lotus badges past and present (below), the new version is a heavily simplified of the logo which made its debut back in 1986.

Both the word mark and the ACBC symbol have been simplified, and shorn of their serifs. The Lotus name is also no longer curved, but sits on a straight line.

The background features a more attention-grabbing shade of yellow. While the backing for lettering looks to be black, it's actually a super-dark shade of British racing green.

The marque's new logo was unveiled overnight at presentation with its hometown football club, Norwich City. As part of the deal with the club, Lotus gains branding rights to the club's training centre and recently-launched young player academy.

Lotus will also be the shirt sponsor for Norwich's youth teams, run-on jacket and have prominent advertising spots at their Carrow Road home ground, but the new logo will not take pride of place on the club's first team shirt. That honour goes to, you guessed it, a betting firm.

A majority stake in Lotus was sold to Geely in 2017, and the Chinese automaker has set pumping funds into the Hethel-based company to turn it into a true rival for Porsche.

It recently unveiled its first all-new vehicle for a decade, the limited edition 1471kW (2000PS) all-electric Evija. The company is also prepping its first crossover vehicle, which will be based on the same platform the Volvo XC40 and Lynk & Co 01.