Pentagram unveils JETOUR G visual identity system

Pentagram has revealed the design case for JETOUR’s G series, including the “Ridge of Steel” visual language and a custom typography system for the G700. The work is meant to help JETOUR strengthen a consistent brand identity as it expands in the global luxury off-road market.

Why it matters: - JETOUR is using a unified visual identity to link product design, brand values and user experience across global markets. - In the luxury off-road segment, brand recognition now depends on more than vehicle capability; consistent visual branding is part of the competitive edge. - The new system is intended to support JETOUR’s international growth and reinforce the brand’s exploration-focused image.

What happened: - Pentagram publicly released a case study for the JETOUR G series on August 13, 2026, in Wuhu, China. - The study reveals the process behind the “Ridge of Steel” visual language and a custom typography system for the JETOUR G700. - Pentagram worked with JETOUR G series to create a distinctive off-road visual language. - The project was led by Paula Scher, Pentagram’s co-founder. - Scher said the G700 stood out for its mix of rugged exterior presence, luxurious interior comfort and off-road ease.

The details: - Pentagram was founded in 1972 and is known for branding, graphic design, spatial design and digital experiences. - The studio has worked with global brands including Coca-Cola and Microsoft. - Scher is known for her work in visual identity systems, and her work is held by major institutions including New York’s Museum of Modern Art. - This was Scher’s first deep involvement in developing a full brand identity system for an automotive brand. - The “Ridge of Steel” language draws inspiration from the continuous lines of the Himalayas. - The design turns mountain traits such as strength, resilience and exploration into a brand symbol for the G700. - The sharp, connected lines echo the G700’s off-road character. - Pentagram also created a G-series logo and custom writing system. - The lettering takes cues from distinctive G700 elements, including the steering wheel and vehicle structure. - The typography translates the vehicle’s mechanical character into a modern visual identity. - The logo and writing system form a unified design platform for future product expansion. - More information is available at the company’s announcement.

Between the lines: - JETOUR is trying to compete on brand experience, not only on hardware and technology. - Bringing in Pentagram and Scher signals an effort to give the G series a more globally legible premium identity. - The project also suggests JETOUR wants a system that can scale as the G lineup grows.

What's next: - JETOUR is expected to use the new visual system as the G series expands. - The brand will likely apply the identity across product launches and global communications. - The design platform is positioned as a foundation for future models under the G series.

The bottom line: - JETOUR is betting that a sharper, more consistent design language will help turn the G series into a stronger global brand.