Jaguar reveals its reimagined brand, marking a new era

Jaguar

Jaguar has revealed its refreshed branding as it prepares to make a comeback as an all-electric brand. Under the ownership of Tata Motors, the company intends to launch three new electric vehicles in 2026, signifying a crucial turning point for the British automaker.

Jaguar - Figure 1
Photo Creative Boom

A dedication to being unique is key to this change, marking a total shift in direction. The brand takes cues from the vision of its founder, Sir William Lyons, who stated that "A Jaguar should be a copy of nothing." This principle has become the core of its identity. Additionally, a bold new slogan, 'Copy Nothing', reflects this way of thinking.

One notable change is the removal of Jaguar's iconic logo featuring the fierce big cat, a design that has adorned the brand's grilles and hoods for many years. Instead, there is a custom new logo, presented as JaGUar. This design is geometric, balanced, and minimalist, using both uppercase and lowercase letters to achieve what the company calls "visual harmony" while also conveying a sense of "the unexpected."

An important aspect is the refreshed 'leaper' cat design, which represents Jaguar's renowned emblem of progress. Transformed into a contemporary version of a 'maker's mark,' this symbol is now stamped onto brass. This not only conveys a feeling of craftsmanship and tradition but also indicates a new, forward-thinking approach.

Jaguar - Figure 2
Photo Creative Boom

The company has introduced a new monogram featuring two intertwined 'J's. They describe it as a "symbol of creativity and an indicator of a finished design." Jaguar intends for this monogram to serve as an elegant accent or final detail.

The brand's fresh color scheme really stands out. Drawing inspiration from classic art studios, Jaguar embraces bright primary colors—red, yellow, and blue—distinguishing itself from the more subtle palettes commonly seen in luxury branding. It's striking, daring, and undeniably inventive, paving the way for future developments.

The shift in positioning emphasizes the careful approach designers need to take when collaborating with established brands that want to update their image. Jaguar, in particular, is rooted in a different era. Its history is marked by luxury, innovation, and British craftsmanship, producing legendary cars like the E-Type and excelling in motorsports during the mid-20th century. Although the brand has faced challenges with consistency over the years, it remains synonymous with prestige. Now, Jaguar aims to restore its reputation for being at the forefront of innovation with a daring, forward-looking style.

Jaguar - Figure 3
Photo Creative Boom

"This is a fresh take that brings back the core spirit of Jaguar, highlighting the qualities that endeared it to many, while also appealing to today's audience," explains Professor Gerry McGovern OBE, chief creative officer. "We are shaping Jaguar for the future, aiming to regain its position as a brand that enhances the lives of our customers and the wider Jaguar community."

Jaguar is set to unveil its new brand during Miami Art Week in early December, signaling its commitment to support artistic expression in various forms. The British automobile manufacturer intends to create curated gallery spaces at two different venues, featuring up-and-coming artists who align with its philosophy of 'Copy Nothing'.

A fresh advertising campaign has been rolled out across its social media platforms to reveal its brand redesign. Featuring young and diverse models dressed in bright primary colours and holding sledgehammers, this marks a significant departure from Jaguar's previous image. The aesthetic leans more towards an edgy, pop-art vibe rather than the traditional style associated with car companies. The promotional film includes phrases like 'create exuberant', 'live vivid', 'delete ordinary', and 'break moulds'. However, as the models gather at the end of the video, the only reference to cars is a fleeting imaginary movement of a vehicle, followed by the appearance of 'JaGUar' on the screen.

Jaguar - Figure 4
Photo Creative Boom

"Restoring a brand with such worldwide recognition required boldness," states Managing Director Rawdon Glover. "Jaguar has always thrived when it defied the norm. This spirit is reflected in our updated brand identity, which will continue to unfold in the months ahead. We're starting fresh. Jaguar is evolving to regain its unique identity and motivate a new generation."

How have people reacted online? Twitter/X has experienced a lot more chatter than usual within the design community. Many are debating whether Jaguar has abandoned its traditional customers, while others are poking fun at the new strategy, wondering, "Where's the car?"

Jaguar acknowledges that its fresh design may not resonate with everyone, but that's the intention behind it. The company realizes that the market is evolving and aims to attract a younger audience. Have they achieved that goal? Are they effectively transitioning into a fully electric brand? Regardless of your opinion, checking out the reactions on Jaguar's Twitter/X page is definitely worthwhile.

Read more
Similar news
This week's most popular news