British luxury automaker Jaguar has revealed a bold new brand identity as part of its transformation towards an all-electric future. The announcement marks a significant milestone, with Jaguar’s first electric vehicle scheduled to debut in 2026. The refreshed identity includes a redesigned logo featuring modern typography, wider letter spacing, and a mix of upper and lowercase letters.
A Nod to Heritage with Exuberant Modernism
Drawing inspiration from its founder Sir William Lyons’ philosophy that a Jaguar “should be a copy of nothing,” the company is embracing a creative ethos termed “Exuberant Modernism.” This approach underscores bold originality while reimagining Jaguar’s creative vision for the future.
Launching today, this transformation signals a complete reset for the brand. The full expression of this vision will be showcased on 2 December 2024 at Miami Art Week, where Jaguar will unveil its “Design Vision Concept” as part of the Copy Nothing initiative.
Redefining the Brand with a Bold New Vision
Jaguar’s refreshed identity encompasses its designs and overarching philosophy. Chief Creative Officer Professor Gerry McGovern OBE described the transformation as “imaginative, bold, and artistic at every touchpoint.” He added, “This reimagining restores Jaguar’s essence as a brand that enriches lives and inspires its community.”
The new identity incorporates four key design elements:
- Device Mark: A geometric and symmetrical signature blending upper and lowercase characters for a modernist aesthetic.
- Strikethrough: A striking graphic feature symbolising the brand’s rejection of imitation.
- Exuberant Colours: A vibrant palette inspired by primary colours, rendered with texture and dynamic movement.
- Maker’s Marks: A reimagined “leaper” symbol, representing Jaguar’s hallmark of excellence.
Miami Art Week: A Stage for Reinvention
To launch its new identity, Jaguar is hosting an experiential showcase during Miami Art Week. The event will feature the Copy Nothing installation, which includes curated gallery spaces and contributions from cutting-edge artists aligned with Jaguar’s vision.
Rawdon Glover, Managing Director of Jaguar, described the relaunch as a fearless endeavour: “To bring back such a globally renowned brand, we had to be daring. This reset reclaims Jaguar’s originality, inspiring a new generation.”
Jaguar’s transformation is more than a visual overhaul it represents a commitment to innovation, creativity, and a sustainable future.
With inputs from agencies
Image Source: Multiple agencies
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