Jetour is one of the fastest-growing marques of Chery, the Chinese automotive group. Since launching in 2018, Jetour has evolved from a SUV-focused brand to become a recognized name in adventure vehicles and premium off-road mobility.

As Jetour expanded its ambitions beyond the domestic Chinese market, the company sought a visual identity that could express a more globally resonant point of view. Working with Jetour, Pentagram developed a distinctive identity and promotional campaign for its new G Series that positions it as a design-led brand with an international outlook. 

The Jetour G700 is the flagship of the G Series and created for challenging environments, from desert landscapes to rugged mountain terrain. The hybrid SUV’s advanced maneuvering features include the ability to pivot nearly 180 degrees in place (a “tank turn”) or drive diagonally around obstacles (“crab walk”).

At the center of the identity is a refined wordmark and custom typeface for the G Series that reflect the vehicles' innovative design and precision engineering. Inspired by the steering wheel and other defining forms, the font combines clean lines with restrained geometry and is available in two- and three-dimensional versions. Together, the logo and typography establish a recognizable graphic language for the G Series while laying the foundation for Jetour's future.

Pentagram also collaborated on the art direction of the launch campaign for the G700, titled "Ridges of Steel." Combining the dramatic peaks of the Himalayas and the sculptural silhouette of the vehicle itself, the campaign presents the G700 as an expression of strength, resilience, and exploration. Vivid red imagery paired with the tagline "Beyond the Horizon" reinforces the vehicle's spirit of discovery and its ability to navigate the world's most challenging landscapes.

As an extension of the identity, the designers developed a series of exploratory display typefaces inspired by the G7. One translates the vehicle’s tire treads, and the tracks they leave in sand, into a system of letterforms. Another, called All Terrain, conveys speed, versatility, and the ability to move through any environment by cycling through a range of treatments of the Jetour name. A third draws its forms from the distinctive geometry of the vehicle’s headlights.