OUR NEW RETAIL IDENTITY SIGNAGE GUIDEBOOK

Retail Signage PocketbookPage 1

OUR NEW RETAIL IDENTITYSIGNAGEGUIDEBOOK

Retail Signage Pocketbook

Our commitment to transform how we sell Lotus cars around the world in the future is a keystone of the Vision80 strategy.

We are very pleased to be able to share this Guidebook to our new signage family - our Retail Identity Signage - and showcase the signage elements now available to pre-order from our partners.

This short guide illustrates the range of signage sizes and options that will be illustrated in Design Packs you will be issued with when undertaking any retail design project with us. You will also find manfacturing costs (excluding any shipping or installations expense) so as you can begin to budget for your new signage.

Please get in touch with any comments or suggestions you have; in the meantime, we trust this introduction is useful in illustrating how we are signing our future at retail.

Trevor WellerDirector - Retail Development

A QUICK GUIDE TO OUR NEW RETAIL IDENTITYSIGNAGE GUIDEBOOK

Retail Signage Pocketbook Retail Signage PocketbookPage 4 Page 5

CONTENTS

1. INTRODUCING OUR NEW RETAIL IDENTITY SIGNAGE

2. SIGN FAMILY DETAILS

3. CONTACTS AND RESOURCES

INTRODUCING OUR NEW RETAIL IDENTITY SIGNAGE

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Page 7 Retail Signage PocketbookRetail Signage Pocketbook Page 6

WHAT SHAPE DOES IT TAKE?

Lotus is a brand that’s the envy of the world, with a proud history encompassing 70 years of innovation, and an even brighter future ahead of it. Our new signage family therefore had to reflect our brand’s iconic status and ambitions.Our approach to signage draws not only on our brand identity – but also the retail design brief and its single-minded purpose.

The design direction was highly sculptural; we wanted to create an object that could be explored from many angles - full of kinetic possibilities.Above all, we wanted to create something that thrilled immediately. Something no-one had attempted before. That challenged the engineering, the materials, everyone’s expectations.Our aim was for total surprise. To deliver an object that made people stand back. To wow everyone – ourselves, the competition, our partners and our customers.

LOTUS RETAIL IDENTITY SIGNAGE

INTRODUCTION

Lotus has always striven to create experiences that thrill and surprise.That disrupt the norm and upturn the ordinary.So, everything that’s associated with us, that represents Lotus, should reflect that ambition.And that includes signs, which are often the first visual contact people have with our brand.Indeed, how our brand is represented in signage is just as important as how it’s represented in our cars.

Our new signage family draws on our brand’s unique characteristics.The ‘Apex’ form reflects the view from the driver’s perspective.The ‘Weave’ construction reflects our innovation: we have stripped back, adding lightness and pushing engineering to new limits.Our logotype is the focal point of the new Lotus Pylon - which is simultaneously both a destination and an arrival point.The new Pylon and our new signage family (‘Retail C.I.’) will help nurture and sustain our brand as we transition to an exciting new phase in our ‘future history’.

RATIONALE

THE B OF THE BANG - THOMAS HEATHERWICK WHAT DOES THIS THRILL ‘LOOK’ LIKE? WHAT DOES IT FEEL LIKE? PIXEL VISION

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ALEX SCHON

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1. LOTUS RETAIL IDENTITY SIGNAGE

INTRODUCING THE ICONIC LOTUS PYLON

WHAT DO WE REFERENCE?

ADDING LIGHTNESS IN LIGHTWIEGHT STRUCTURES

Taking a ‘stripping back, to reveal more’ approach has been informed not only by the trademark Lotus way of maximising performance with the minimum of materials.It’s also inspired by nature, another wonderful inventor of lightweight structures; and by parametric architectural design, where

what once would have needed to be solid surface can suddenly become dazzling patterns of shifting contrasts and reveals.The result: the ‘Weave’ shapes, which balance references to our iconic product design with the hallmarks of our future retail places and spaces.


The new Lotus Pylon is our brand’s highly visible primary sign, and will be positioned outside all our retail spaces and service centres. Standing just over 5.5 metres high with no bracing or support, its apex form – an inverted Y – leads the viewer’s eye up towards the latest version of the iconic green and yellow Lotus roundel.

In the spirit of our brand’s pursuit of innovation and lightness, the cut-out ‘Weave’ pattern of the vertical elements uses the least possible amount of material. Echoing shapes seen in our all- electric Evija hypercar, it also hints at the design language of other forthcoming Lotus vehicles.The Lotus Pylon is finished in Lotus Black and is made from 80% aluminium – a material that’s renowned for its strength and lightness.

Following the creation of the new Lotus Pylon with its Weave surface, we explored our sign family.

Our aim was to create a set of core sign elements that could adapt to any situation and architectural style.

That could disrupt any existing materials and disturb shared surfaces – challenging convention.

A good example of this is the Projecting Sign – an automotive industry first that has been specially developed for locations where a Lotus retail outlet is being integrated into an existing row of stores, such as in a shopping mall. Replicating the pylon’s classic simplicity, it can be attached perpendicular to a flat surface.

Over the following pages we have created ‘generic’ examples to illustrate exactly how this approach can be achieved.

A NEW SIGN FAMILY


MAPPING THE NEW SIGNAGE LAYOUT PRINCIPLES TO NEW FORMAT TYPES

FOR ILLUSTRATION PURPOSES ONLY.DO NOT SCALE FROM THIS DRAWING

1. LOTUS PYLON, LOCATED AT BEST VANTAGE POINT

2. LOTUS WORDMARK, TO RIGHTHAND RANGE OF BUILDING LINE

3. ENTRANCE ROUNDEL

4. ‘FOR THE DRIVERS’ LETTERING

5. ‘WEAVE’ PATTERN APPLICATION

6. ‘WELCOME TO DEALERNAME’ LETTERING

In situations where we ‘own’ the entire property and frontage, we should seek to include all the following components, and place them at the points where they provide maximum visibility.

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3

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ARTIST’S IMPRESSION




2. LOTUS WORDMARK, PLACED TO IGNORE ANY EXTANT FASCIA PANELS

3. ‘WEAVE’ OPENING HOURS ENTRANCE TOTEM

4. OPTIONAL ‘WELCOME TO DEALERNAME’ LETTERING

5. ‘WEAVE’ PATTERN APPLICATION TO GLAZING – AT ‘LOTUS DATUM’ LINE OF 1600MM

6. IF POSSIBLE, SAME TO ENTRANCE DOOR.


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35 6

2

4

In multi-franchise situations (where we are likely to find ourselves in the immediate future), creating ownership of our façade or display area can be achieved easily and powerfully with the components we now have at our disposal.




2. LOTUS WORDMARK, TO RIGHT HAND RANGE OF BUILDING LINE

3. ENTRANCE ROUNDEL




7. PROJECTING SIGN


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3

5

6 24 7

In large, more urban locations, where frontage is likely to prevent the Lotus Pylon being placed, we need to pivot to maximise the impact of the building facade.


FO R T H E D R I V E R S

W E LCO M E TO

N EW C E N T U RY



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3 5

2

1. PROJECTING SIGN

2. ENTRANCE ROUNDEL



5. ‘WELCOME TO DEALERNAME’ LETTERINGS


4


We will increasingly find ourselves in new and unusual locations, as well as malls and shopping precincts, where our signs will need to work extra hard to create impact.


1. PROJECTING SIGN

2. LOTUS WORDMARK, TO RIGHT HAND RANGE OF BUILDING LINE

3. ENTRANCE ROUNDEL





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3

5 6

2


4


To take advantage of the very best locations means super-concentrating our formats – but with no less impact or effect.


A SENSE OF ARRIVAL - THE LOTUS ENTRANCE WAY SIGNAGE SYSTEM

One aspect of the retail design you will have noticed is the sense of arrival generated by our entrance feature.

We have carefully designed a series of applications to accommodate aspects of this feature into every retail situation; an approach we describe as ‘graceful fallback’.

This provides a clear set of principles – from a ‘full’ application of the entrance, right down to the very simplest – while retaining the spirit across our partners’ facilities.



THE ENTRANCE WAY SYSTEM - A SUITE OF PRIMARY ‘SIGNING’ ELEMENTSTHE ENTRANCE WAY SYSTEM - A SUITE OF PRIMARY ‘SIGNING’ ELEMENTS

The design purpose is to provide a ‘suite’ of external ‘signing’ elements that enable a Lotus retail site (or part of a site) to be readily identified as such.

The proposed ‘signing’ approach needs to be able to accommodate a wide range and variety of site types / locations (from ‘mall’ through to a full-scale retail store).

As a key part of the overall customer journey, the customer entrance needs to be readily identified.

The ‘primary’ elements will also be supported by a range of secondary signing elements currently under development.

The Entrance Way is designed to be an integral part of the building structure, providing a simple but visually impactful transition between the external and internal areas. As such, it will only be considered for new build projects or major refurbishments.

Equally, the construction methodology for the Entrance Way will enable it to be installed or removed without impacting the building integrity.

Our Entrance Way System comprises:

1. Entrance Way

A single ‘unit’, comprising infill panels, the Lotus Roundel and tagline, your retailer name or location welcome text and the Weave Pattern (either applied to glazed doors or, in cases where the entrance features a roller shutter, to the store glazing / windows to either side).

2. Entrance Wayfinder

Alternatively, if the Entrance Way cannot be installed, the Entrance Wayfinder sign (a freestanding, internally illuminated component, which is a ‘super-condensed’ variation) would stand in its place.


B E N V E N U TO A

LOT U S BA R I

1 2NOTIONAL PLAN VIEW ILLUSTRATING THE APPROACH

ARTIST’S IMPRESSIONS

LOTUS NORTH JE RSEY



PROTOTYPING AND PRE-PRODUCTION

Our new signage family is currently under development, with a thorough prototyping programme now undertaken.It includes these components:1. Pylon Sign2. Projecting Sign3. Wordmark4. Secondary Signs5. Iconography6. Weave Pattern7. Entrance Way system

To the right you can see some of the prototypes under construction, revealing the engineering expertise and craftsmanship that’s involved in bringing our signage to life.

Retail Signage Pocketbook Retail Signage PocketbookPage 22 Page 23

SIGN FAMILY DETAILS

2SIGNAGE TO ACCOMODATE EVERY SITUATION

INTRODUCTION

In this section we have illustrated the complete range of sign types and the sizes they are available in, as manufactured and supplied by our partner Merson Group.Please note that our signage may only be procured from Merson in order that we retain both quality and fidelity within our brand assets, and so should not be manufactured locally.

The prices given here (in GBP are correct at the time of going to press in January 2021.)Prices exclude, freight, delivery, installation, local taxes and any country associated charges.In addition you will need to seek any local or municipal permissions with regard to signage, display or advertising consent. If you require assitance with this aspect of your retail development, Merson are also able to provide support at an additional cost.


PYLON SIGN


1. ‘5500 Illuminated’ version - 5500mm / 18’ high

Requires concrete footings and power supply to within 1000mm / 3’ 3” of the location.

WORDMARK LETTERING - WALL MOUNTED OR GLAZING ILLUMINATED VERSION VERSIONS

1. 6776mm / 22’ 2” long (letters 1250mm / 4’ 1” high) version.



4. 3252mm / 10’ 7” long (letters 600mm / 2’ high) version.

Lettering requires power supply to within 1000mm / 3’ 3” of location.

Price excludes, freight, delivery, installation, local taxes and any country associated charges.


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1

3

2

4

WORDMARK LETTERING - WALL MOUNTED VERSION

WORDMARK LETTERING - GLAZING ILLUMINATED VERSION


PROJECTING SIGN


ENTRANCE WAY AND ENTRANCE WAYFINDER

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2



Entrance Way - bespoke item / POAEntrance Wayfinder - £3950

1. Bespoke Entrance Way

2. 2200mm / 7’ 3” high Entrance Wayfinder

Requires power supply to within 1000mm / 3’ 3” of the location. Entrance Wayfinder also requires concrete footings and power supply to within 1000mm / 3’ 3” of the location.

NB: The retailer will need to advise Merson of the ‘Welcome to...’ text on these signs - of the lan-gauge they would like to use and the location of the site.

For example, for a retailer in Germany, they have agreed on ‘Willkommen zu Lotus Mainz’.


B E N V E N U TO A

LOT U S BA R I

LOTUS NORTH JE RSEY

1 2

1. 628 x 250mm / 2’ x 8” version - Weave Type.

2. 628 x 500mm / 2’ x 1’ 7” version - Standard type.

Requires power supply to within 100mm / 4” of the location. Both sign types are double-sided.


WEAVE PATTERN


POST-TYPE SIGN

1. 1800mm / 5’ 11” version – 1 x 1 panel

2. 1600mm / 5’ 3” version – 1 x 3 panel

3. 1600mm / 5’ 3” version– 1 x 1 panel

4. Optional two-post versions are also available as a special order / variant.

All types are non-illuminated.

The Weave Pattern begins at a 1600mm / 5’ 3” baseline and so affords manifestation as well as decorative coverage.

1 12 3 4



In your specific Design Pack (whether ‘CI’ - signage - or ‘VI’ - interim or final retail scheme) you will see the extent of the Weave Pattern application agreed.Merson will supply (or recommend) the material - the full details of which you will find in this guide.You will need to provide the dimensions, from survey, of the windows where the Weave Pattern is applied to your local graphics manufacturer / installer.They will then use the Weave file we will provide to set up the artwork that must be produced, so the Weave Pattern material can be correctly cut to size, and then fitted.

The Weave Pattern application to glazing is based on site situations and scaling, so each will be calculated during the development of your Signage Design Pack, where the extent and so the price will be calculated.


BABY PYLON


ICONS

1. 1800mm / 5’ 11” high version.

Sign is freestanding and non-illuminated.

Please note that the sign messaging can be tailored to your local requirements.

1. 300mm / 12” square version

2. 220mm / 81/2” square version

Signs are wall-mounted and non-illuminated.

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ICON-TYPE SIGN EXECUTION / ARTIST’S IMPRESSION

A NUMBER OF ICON TYPES ARE AVAILABLE




SIGN IMPLEMENTATION SUMMARY


MERSON MEDALOTUS/DEALERKEY

UP TO 12 WEEKS BEFORE WEEK 0

WEEK 0 WEEK 1 WEEK 2 WEEK 11WEEK 3 WEEK 12WEEK 4 WEEK 13WEEKS 5 - 10

Quote issued by Merson Delivery

UK installation

Completion report issued

to Lotus

Installation by others at rest of world

locations

Completion report issued

to Lotus

Merson raise pro-forma Invoice to

retailer

Merson to carry out survey if deemed

necessary (UK only)

Merson to supply

installation contractor

guides to deal-er or advised contractors

Merson logistical document preparation /

coordination: - Packing List

- Commercial Invoice - COO

- Bill of Lading - SLI

Lotus to approve Quote

Green Pack received from

Meda by Merson

Lotus / retailer to approve

quote

Enquiry from retailer

received by Merson

*Planning application

process

*Planning can be carried

out by others or Merson if instructed

Lotus / retailer to

pay Invoice

Retailer to confirm site will be ready for

installation

Appropriate transport finalised

Merson manufacture

Office-based installation support available to offer tool box talks / advice for locally sourced installation if needed

End to End process managed digitally through the Merson Delivery Portal

NB: Plan relates to ‘standard’ Black Sealed signage elements

Retailer to sign

off installation


CONTACTS AND RESOURCES

3CONTACTS AND RESOURCES

In order to begin planning for your site please contact:

Trevor Weller, Director - Retail Development:

E: [email protected]: +44 (0) 1953 608940 M: +44 (0) 7384 894435

David Aldcroft, Head Of Network Development - UK and EU:


Eric Rodriguez, Head Of Network Development - Lotus Cars USA:


Simon Elliott, Head of Sales - APAC, MIddle East and ROW Markets:

E: [email protected]: +44 (0) 1953 608983M: +44 (0) 7713 620663

Gordon Zhang, Head of Network Development - China:

E: [email protected]: (+86) 138 1756 5978

Or, for other specific enquiries, our design agency representatives:

Mike Taylor - Client Services Director:E: [email protected] M: +44 (0) 7768 811198

Richard Hill (Retail Signing):E: [email protected]: +44 (0) 7768 811190

Robert Murray - Chief Design Officer: Merson GroupE: [email protected]: +44 (0) 7734 970 983


Lotus Cars © 2021

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OUR NEW RETAIL IDENTITYSIGNAGEGUIDEBOOK

OUR NEW RETAIL IDENTITY SIGNAGE GUIDEBOOK

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