JETOUR Auto Partners with Pentagram to Craft Premium Off-Road Visual Identity
Event summary
- JETOUR Auto collaborated with Pentagram to develop a visual identity system for its G Series, unveiled on August 12, 2026.
- The 'Ridge of Steel' design language was inspired by Himalayan mountain ridges and the JETOUR G700's off-road capabilities.
- Pentagram co-founder Paula Scher led the project, marking her first deep involvement in automotive brand identity.
- A dedicated typography system and logo were created to unify global brand communication for future product expansion.
The big picture
As automotive competition shifts from product capabilities to brand experience, JETOUR's partnership with Pentagram represents a strategic move to strengthen global recognition. The collaboration underscores the growing importance of design in differentiating premium off-road vehicles in an increasingly crowded market.
What we're watching
- Brand Differentiation
- How JETOUR's new visual identity will help it stand out in the increasingly competitive premium off-road segment.
- Global Expansion
- Whether the unified design system can effectively bridge cultural and regional preferences across international markets.
- Design Execution
- The pace at which JETOUR integrates this visual identity into its broader product lineup and marketing materials.
Related topics