jetour Logo - History, Design, and Meaning

Jetour is a travel car brand launched by Chinese automaker Chery in 2018. Initially aimed at the youth market, Jetour's vehicles were positioned as affordable alternatives to Chery models. However, the company's strategy shifted quickly, and now Jetour actively promotes the culture of automobile travel.

Despite this focus, there is little significant difference between Jetour and Chery cars, as they share many components and compete with each other in several respects. In the first half of 2022, Jetour sold 61,047 vehicles, while Chery sold over 340,000 during the same period. Following this, Jetour decided to expand its model lineup to create a more distinct identity.

Currently, Jetour produces the Dashing and X90 families, as well as crossovers in the X70 family. The X70, which marked the brand's inception, is now considered somewhat outdated compared to the more advanced X90.

Looking ahead, Jetour plans to establish three distinct vehicle lines based on the '4+3+N' principle, which will include four crossovers, three SUVs, and hybrid vehicles. By 2024, Jetour aims to become an 'all-green' brand, as outlined in its presentations.

At present, the Jetour Dashing is the brand's top seller, accounting for 93% of its sales volume. Its competitive advantages include the availability of a manual transmission and a broader price range. The Dashing also attracts attention with its modern design, voice assistant, and a suite of active driving assistance features (ADAS). However, a drawback is the absence of all-wheel drive, which many competitors, such as the Omoda C5 and Geely Atlas Pro, offer.

Jetour is actively expanding its international presence, exporting vehicles to markets in the Middle East, Africa, Central and South America, Asia-Pacific, and CIS countries, including Russia. The brand aims to establish its own identity and independence from its parent company while competing in the market.

In terms of visual identity, Jetour is characterized by a sharp and bold design. The brand's logo is primarily text-based, with the size and shape of the letters effectively conveying the brand's identity without the need for additional graphical elements.

The Jetour logo, designed at the brand's launch in 2018, features a strict black-and-white color palette with a two-line inscription. The upper line is enlarged, while the lower line is flanked by two thin horizontal lines. The main inscription is in uppercase, and the tagline 'Drive Your Future' is in title case with a simpler sans-serif typeface. The logo can be used with or without the tagline and is sometimes displayed in white on a red background. When featured on the brand's vehicles, the logo transforms into a glossy silver three-dimensional badge.

The bold uppercase lettering of the primary Jetour logo is set in a stable geometric sans-serif typeface with thick lines and distinctive contours. The closest commercial fonts to the one used in this logo are likely Ginza Heavy or Sci Fi Bronze Regular, albeit with modifications to the contour of the 'R,' which is the most unique element of the logotype.

The color palette for Jetour's visual identity primarily consists of black and white, reflecting a strict, minimalist choice that conveys stability, confidence, and professionalism. Occasionally, the Jetour badge appears in white and red, symbolizing passion and energy.