Client: Jetour

Brand Identity for Jetour G Series

Pentagram's Jetour G Series identity turns steering wheels, tire tracks and headlights into automotive typography.

Pentagram created a global-facing visual identity and launch campaign for Jetour’s premium G Series off-road vehicles. The system combines a refined wordmark, custom typeface, exploratory vehicle-inspired display lettering, and the vivid red "Ridges of Steel" campaign for the G700.

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Set in All Terrain

Insights

Pentagram positioned Jetour's premium G Series for an international audience as the Chinese marque expanded from SUVs into adventure and off-road mobility.
A custom two- and three-dimensional typeface draws restrained geometry from the steering wheel and vehicle forms instead of relying on familiar speed slashes.
Ridges of Steel pairs the G700's silhouette with Himalayan peaks, vivid red imagery and Beyond the Horizon to connect engineering with exploration.
Experimental display concepts translate tire tracks, all-terrain movement and headlight geometry into letterforms, allowing vehicle features to generate the graphic language.