Jaguar as we know it is gone.
The British luxury sports marque has reimagined its brand identity as it prepares to launch an all-new model lineup.
Jaguar says this new direction champions bold originality under the mantra “Copy Nothing", reviving the values that once defined Jaguar while tailoring them for a contemporary audience.
Chief Creative Officer Professor Gerry McGovern emphasised this shift, stating, “New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold, and artistic at every touchpoint. It is unique and fearless.”
Symbols of change
Jaguar’s transformation is distilled in a redefined visual identity that highlights its commitment to originality.
At its core is the Device Mark, a minimalist emblem that blends upper and lowercase forms into a harmonious geometric design, symbolising modernism and precision.
The bold Strikethrough graphic represents a deliberate rejection of convention, cutting through imitation with a bold presence. It’s a visual metaphor for Jaguar’s newfound fearless approach to design and creativity.
Colour also plays a pivotal role in this reinvention as Jaguar adopts Exuberant Colours, inspired by the primary hues on an artist’s palette. These tones are lively and textured, designed to make a statement at every turn.
Lastly, the Makers Marks bring it all together. The iconic 'leaper' logo gets a fresh update, still charging forward, symbolising excellence and progress while the stylish monogram serves as a flourish of completion.
These elements together define Jaguar’s new identity, a blend of modernist ideals and a commitment to originality.
Concept vehicle debut
Jaguar’s reimagined brand identity will make its global public debut at Miami Art Week on December 2, 2024.
The centrepiece will be the 'Design Vision Concept', a new all-electric grand tourer expected by 2025.
Rawdon Glover, Jaguar’s Managing Director, stressed the significance of this rebranding, stating, “This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation.”
