Pentagram creates visual identity for JETOUR G series

Pentagram has unveiled the visual identity system it designed for JETOUR’s G series, including the “Cresta de Acero” concept, a custom logo and a bespoke typeface. The launch underscores JETOUR’s push to build a stronger global brand in the premium off-road market as the G series expands.

Why it matters: - JETOUR is using design to strengthen its position in the premium off-road segment. - The new identity system is meant to tie together product design, brand language and user experience across global markets. - The company is framing brand consistency as a competitive advantage, not just vehicle performance.

What happened: - Pentagram unveiled the visual identity case for JETOUR G in Wuhu, China, on August 13, 2026. - The project reveals the full creation process behind the “Cresta de Acero” visual language for the G700. - Pentagram also developed a custom logo and a dedicated typeface for the G series. - The public launch drew attention from the international design community and the auto industry.

The details: - Pentagram was founded in 1972 and works across brand identity, graphic design, spatial design and digital experiences. - The firm has worked with brands including Coca-Cola and Microsoft. - Paula Scher, Pentagram cofounder, led the project. - Scher’s work is held in collections at institutions including the Museum of Modern Art in New York. - JETOUR said this was Scher’s first deep involvement in a visual system for an automotive brand. - The “Cresta de Acero” concept draws on the rolling profile of the Himalayas. - Pentagram paired that reference with the G700’s sculptural, rugged body design. - The resulting lines are meant to evoke strength, endurance and exploration. - Scher said the G700’s contrast between a powerful exterior and a luxurious, comfortable interior left a strong impression on her. - The custom typeface takes cues from the steering wheel and body structure of the G700. - The typography uses geometric logic and simple, forceful lines to convey mechanical rigidity and a modern aesthetic. - The logo and type system form a complete visual identity base for future product extensions and brand communications.

Between the lines: - JETOUR is signaling that long-term brand equity matters as much as vehicle capability in a crowded off-road market. - The collaboration with Pentagram gives the G series a higher-end design signal that can travel across markets and cultures. - A unified visual system can help a newer automotive line look more established and globally consistent.

What's next: - JETOUR said the G series visual system will continue to evolve as the product lineup expands. - The company expects the system to become a key asset for global brand recognition. - More information is available here.