Our brand evolution looked back, to move forwards. For over a hundred years, MG has balanced a magnetic tension. Desirable yet affordable. Award winning yet a perpetual underdog. A maverick who is a mainstream success story.
Yet the heart of the brand is clear: make aspiration, attainable. And do it through invention, a daring spirit, and a touch of British irreverence. And with that, MG’s ‘mainstream maverick’ brand positioning was born.
The design system echoes the positive tension in MG’s world. Technical precision is combined with expressive flourishes to create a feeling of constant progress. This philosophy is not just about aesthetics; it’s about ensuring that every interaction embodies the values and emotions the brand stands for.
The colour palette has been re-energised with a new sense of ownership of the iconic MG red and complemented with accents which nod to its motor racing legacy.
Partnering with legendary logo designer Rob Clarke, a digital version of the iconic mark was created. Crafted to bring clarity in the smallest moments, and on the biggest stages.
MG in motion is joyfully irreverent. Designed to capture the duality of its playful character, the motion system dances between engineered precision and moments of rebellion. From a new master logo animation to graphic transitions and maverick typography, each element is designed to feel distinctly, and unapologetically, MG.
As the only automotive company to bring superminis, hatchbacks, SUVs, luxury saloons and convertible GTs under one brand, how do you retain the brand’s distinctiveness whilst communicating across so many segments?
The answer lay in a suite of Product Brand Worlds: a one-stop-shop guide for each model, used in conjunction with the masterbrand. From product positioning to brand expression, the Product Brand Worlds set the direction for how the MG brand would move into the future.
And for us, it’s the epitome of a new normal.
