British car maker, MG, is set to make the biggest change to its iconic badge since the company was founded almost a century ago.
The brand is testing a new identity on the stunning E-Motion electric sports car concept revealed at the Shanghai motor show, replacing its traditional octagonal logo with a more stylised round badge as part of a softer, European-inspired new design language that will eventually make its way across MG’s existing range of hatchbacks and SUVs.
Shao Jingfeng, the chief designer for MG’s parent company Shanghai Automotive Industrial Corporation (SAIC), told Fairfax at a preview of the E-Motion that he is expecting some backlash from traditional owners but said the change was necessary to integrate the badge into the more organic style.
“I make a little test with this car,” he said.
READ MORE: Sci-fi tease in MG concept
QUIZ: Do you know your car badges?
“It is so difficult to use this [old badge] into our design, because it looks like a big nose. It is too pointy. It has too many angles that it doesn’t fit with this new style.
“I don’t want our cars to look angry with this badge, I want to make it look more like a friend.”
It is the first alteration to the famed Morris Garages (MG) badge for over 90 years.