Jaguar unveils bold new brand identity: A new era begins

KUALA LUMPUR: Founded in 1934, the British automaker Jaguar is ready to transform into an all-electric luxury brand by 2026. As part of the process, the company has adopted an all-new brand identity that reflects its commitment to innovation, originality, and sustainability.

The new brand identity embraces the philosophy of “Copy Nothing,” a core belief rooted in the vision of its founder, Sir William Lyons. It incorporates modern geometric forms, vibrant colours, and innovative symbols representing the company’s values of pushing boundaries and challenging conventions. 

New branding and logo

Jaguar's new brand identity consists of four elements - 

• Device mark: The new Jaguar device mark incorporates upper and lowercase characters in a unique font. 
• Strikethrough: A bold, linear graphic code comprising several horizontal lines embedded within a rectangular border. According to the automaker, it symbolises the brand's rejection of imitation and the ordinary.
• Exuberant colours: A vibrant use of primary colours viz. yellow, red, and blue, paying tribute to the world of art and creativity.
• Makers mark:  The newly reimagined Jaguar ‘leaper’ logo features a more angular, pouncing cat design, setting it apart from the previous version.

The automaker also introduced a new Monogram featuring a more refined and geometric design with the letters "J" and "r" in brass. Replacing the jaguar face, this new badge offers a more modern and minimalist look. 

“Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold, and artistic at every touchpoint. It is unique and fearless,” says Professor Gerry McGovern, Jaguar’s Chief Creative Officer.

“Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation,” added Rawdon Glover, Jaguar’s Managing Director.

Upcoming Jaguar EVs

The first Jaguar EV concept showcasing the brand’s new look will be unveiled at Miami Art Week in the US on December 3, 2024. It is a four-door electric sedan that will compete against the Audi e-Tron and Porsche Taycan. The EV will begin a new series of Jaguar electric cars based on its new Electrified Platform. After this, the British luxury EV maker has plans to roll out two electric SUVs in 2026.

 

Also read: Last Jaguar F-Type rolls out, ending 10 years of saga