Roewe Logo and Brand Identity

SAIC Motor Passenger Vehicle Company

The Roewe emblem combines a shield, heraldic lions, and a strong red identity to project prestige, confidence, and modern Chinese automotive ambition. Its visual character bridges European-inspired saloon heritage with SAIC Motor’s contemporary focus on passenger cars and electrified mobility.

Official website
Live logo URL
The preview and URL stay paired, so the asset you copy is the exact asset on screen.
View code examples
Roewe full

This preview uses a placeholder token until an API key is available.

Add an API key before using this URL

Create or manage a key, then return here to copy a working URL.

Choose the right Roewe asset

Start with the shape that fits the slot, then tune size and format in the URL.

Full logo

Best for directories, marketplace cards, comparison pages, and any surface where the complete mark has room to breathe.

Badge

Best for compact UI: filters, tables, saved vehicles, mobile lists, and favicon-like brand slots.

Wordmark

Best when the manufacturer name needs to stay legible in headers, partner lists, and editorial pages.

Implementation

Use the Roewe logo across your stack.

Copy a real CDN URL, then keep the same asset working in markup, components, native apps, and data calls.

Use it in any stack
One keyed Motomarks URL works in plain markup, component frameworks, native image loaders, and API-backed views.
logo.html
1<img2  src="https://motomarks.io/img/roewe?token=YOUR_API_KEY"3  alt="Roewe logo"4  width="128"5  height="128"6  loading="lazy"7/>

Need more than the image?

Fetch the brand record when your UI also needs metadata, ordered colors, or attribution context.

GET https://api.motomarks.io/brands/roewe
Authorization: Bearer YOUR_SECRET_KEY
Read the API docs

Reference

More about Roewe.

Brand history, logo changes, color notes, usage examples, and common questions.

What makes this mark recognizable?

Identity cues, heritage, and visual details to keep in mind before the asset lands in your UI.

Roewe was launched by SAIC Motor in 2006 after SAIC acquired technology rights related to Rover models but did not obtain the Rover name. The original Roewe badge used a shield format with red and black fields, gold trim, two heraldic lions, and a central letter R, a visual link to British-style automotive heraldry.

The name is commonly associated with the Chinese name Rongwei, carrying ideas of honor, glory, and prestige. In the 2020s Roewe moved toward a cleaner, flatter identity, simplifying the lion shield for better use on digital screens, vehicle grilles, and new-energy models.

First color in the reference palette

Motomarks records #C8102E as the primary Roewe reference color, with any alternate swatches listed in the color reference and API response.

How the mark got here

The identity shifts that explain the Roewe logo in use today.

Origins

Roewe was introduced by SAIC Motor in 2006 as a new Chinese passenger-car marque. SAIC had acquired technology and intellectual property connected with former Rover products, including platforms used for early Roewe models, but the Rover brand name was owned separately. The first Roewe production car, the Roewe 750, was based on technology related to the Rover 75 and positioned the brand as a higher-grade domestic marque.

Name and positioning

The Roewe name was created for international readability while the Chinese name Rongwei communicated prestige, honor, and strength. From launch, the brand identity leaned on a formal shield badge and a red, black, and gold palette to suggest dignity and premium value. This gave Roewe a distinct position within SAIC’s passenger-car portfolio, separate from the MG brand that SAIC also developed.

Electrification and modern identity

Roewe expanded from sedans into SUVs, plug-in hybrids, and battery-electric vehicles as China’s new-energy vehicle market grew. Models such as the Roewe eRX5 and Ei5 helped connect the brand with electrified family transport. During this period, Roewe’s visual identity became flatter and more adaptable, reflecting the shift from traditional grille badges to digital interfaces and electric-vehicle presentation.

When the logo changed

A compact record of redesigns, visual turns, and the reasons the mark moved.

2006

Original Roewe heraldic shield

The launch identity used a shield-shaped crest divided into red and black fields, with gold edging, two facing lions, and a central R. The design communicated formality and prestige, with visual cues associated with European heraldic badges.

Reason for redesign: The new marque needed a distinctive identity after SAIC could not use the Rover name, while still signaling an upmarket character and a connection to the technology base of its early models.

2020

Modernized flat Roewe shield

Roewe introduced a cleaner version of its lion shield, reducing visual complexity and improving legibility across vehicle badges, advertising, mobile screens, and digital interfaces. The revised approach kept the shield and lion heritage while making the mark more contemporary.

Reason for redesign: The update supported Roewe’s move into newer passenger-car and new-energy products and responded to the industry shift toward simplified, digital-first automotive identities.

What to preserve in production

Shape, color, and type cues that keep Roewe recognizable at app scale.

Composition

The Roewe logo is built around a formal shield, giving the emblem a compact, badge-like structure suited to grilles, steering wheels, wheel centers, and digital app icons. The central composition is symmetrical, with paired lions framing the identity and reinforcing a sense of balance and authority.

Symbol

The shield suggests protection, status, and traditional automotive prestige. The lions are heraldic symbols associated with strength and dignity, while the R identifies Roewe directly and separates the brand from the Rover name it could not use.

Lettering

The wordmark is usually presented in clean Latin lettering, while the badge relies on the single R as its core typographic element. The restrained letterform helps the complex crest remain identifiable at smaller sizes.

Color

Red provides energy, confidence, and a strong association with Chinese cultural ideas of good fortune and celebration. Gold adds premium character and ceremonial value, while black provides contrast and a formal, technical base.

Shape

The shield shape gives Roewe a traditional automotive crest format, similar in function to premium marques that use badges rather than simple wordmarks. Its vertical proportions work well on vehicle noses and rear fascias.

Heritage

Roewe’s badge intentionally gave a young Chinese brand a sense of established heritage at launch. The European-inspired heraldic treatment connected early Roewe models to the engineering background of former Rover-derived platforms without using the Rover trademark.

Market context

Roewe is significant as a major domestic Chinese marque created during the period when Chinese manufacturers were developing their own passenger-car identities rather than relying only on joint ventures. Its Chinese name and red identity made the brand locally resonant while its Latin name supported export and international presentation.

Design logic

The identity combines prestige cues with practical modernisation. Its evolution has preserved the shield and lion idea while simplifying forms for contemporary vehicles, electrified products, and digital brand environments.

Where teams place it

Common product surfaces where Roewe assets need to stay clear, consistent, and fast.

Vehicle badging

Vehicle owners and buyers

The Roewe shield is used on exterior badges, steering wheels, wheel centers, and model presentation materials to identify SAIC-built Roewe vehicles.

Dealer and retail signage

Dealers

The red shield identity appears in showroom branding, dealer websites, service communications, and local retail displays across the Roewe network.

Digital product interfaces

Product teams

Simplified Roewe marks are used in app icons, connected-car interfaces, configurators, and online shopping experiences where the crest must remain legible at small sizes.

Press and model launches

Media and marketing teams

Roewe branding is used in SAIC product announcements, auto show displays, photography backdrops, and launch campaigns for sedans, SUVs, hybrids, and electric vehicles.

Answers before you ship

Format, usage, attribution, and history notes for the Roewe logo.

Browse the logo library →API docsPricing