Jaguar to change its logos and brand identity
When it comes to classic British marques, few have stood the test of time as well as Jaguar. In recent years, the brand has been overshadowed by its stablemate, Land Rover Range Rover. It has become increasingly embattled as consumer focus has shifted away from the luxury automaker.
Related: Jaguar F-Type 75 coupe (2024) Review
Jaguar has changed its fortunes by undergoing a rebrand and identity shift, preparing it for an electric-only future. This new bright and bold identity is geared to focus on the concept of " Copy Nothing," which is a hat tip toward its founder's thinking, an expression that the brand needs to stand out from all others and be its own entity and identity.
A new dawn
The reimagined Jaguar brand begins today with an all-new brand identity that establishes its unique character through a dramatic new visual language. Meaning is embedded in each of the four symbols of change, reflecting brand values and providing clues for what is to come.
Device Mark
Jaguar’s new device mark is its signature.
It is a powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony.
Strikethrough
This bold linear graphic generates an unmistakable presence and an immediately recognisable visual for Jaguar, striking through imitation and the ordinary.
Exuberant Colours
Exuberant use of colour is a cornerstone of Jaguar’s new brand identity, embedded in its values and association with art. Primary colours, born from the painter’s palette – yellow, red and blue – are the tonal building blocks, always presented with texture or movement.
Makers Marks
This consists of the newly reimagined Jaguar ‘leaper,’ our precious provenance mark. Always leaping forward, it is a representation of excellence and a hallmark of the brand.
The monogram is a code for expression and a signifier of a completed work. It is used as a flourish or finishing touch.
What do you think about this bold move from Jaguar? Will it bring them relevance in the industry going forward?
