Jaguar Goes Bold with Rebrand Ahead of EV Transition

Jaguar has revealed a refreshed brand identity that signals the beginning of a new chapter in the iconic British automaker’s journey, as it gears up for an all-electric future. The move is underscored by the upcoming debut of its first electric model, set for 2026.

The redesigned logo features a modernised font with wider letter spacing and a mix of upper and lowercase letters, reflecting the brand’s bold shift towards innovation and sustainability.

Inspired by the Legacy of Sir William Lyons

Jaguar’s updated visual language is deeply rooted in the principles of its founder, Sir William Lyons, who famously believed that a Jaguar “should be a copy of nothing.” The automaker aims to honour his legacy by embracing bold originality while staying relevant in today’s dynamic automotive landscape. The newly unveiled identity is encapsulated in the brand’s creative philosophy, “Exuberant Modernism,” which marks a complete reset for Jaguar.

Jaguar’s fresh identity will be fully showcased during Miami Art Week, where the global unveiling of the “Design Vision Concept” will take place on December 2, 2024. This unveiling will be part of the “Copy Nothing” initiative, further reinforcing Jaguar’s commitment to unique, cutting-edge design.

Exuberant Modernism: A Vision for the Future

Jaguar’s newly adopted “Exuberant Modernism” defines every facet of the brand, from design to customer experience. Professor Gerry McGovern OBE, Chief Creative Officer of Jaguar, describes this vision as “imaginative, bold, and artistic at every touchpoint.” He went on to explain that the transformation is intended to recapture the essence of Jaguar’s heritage while inspiring a new generation of enthusiasts. “This is a reimagining that restores Jaguar’s status as a brand that enriches lives and inspires the Jaguar community,” McGovern stated.

Four Key Symbols of Change

The new identity is marked by four distinct design elements, each representing a step forward for the luxury brand:

1. Device Mark: A symmetrical, geometric signature that blends upper and lowercase letters, giving a modern, minimalist feel.
2. Strikethrough: A graphic element that signifies Jaguar’s commitment to originality and its rejection of imitation.
3. Exuberant Colours: A vibrant, primary colour palette designed to evoke energy, texture, and movement in all visual representations.
4. Maker’s Marks: The iconic “leaper” logo has been reimagined, symbolising Jaguar’s heritage and its commitment to excellence.

Jaguar’s new identity will be put on full display at Miami Art Week, with the “Copy Nothing” installation showcasing curated gallery spaces and works by avant-garde artists who align with the brand’s ethos. This immersive experience will set the stage for Jaguar’s bold new era, blending art and automotive design in an unprecedented way.

Rawdon Glover, Managing Director of Jaguar, expressed his excitement about the transformation: “To bring back such a globally renowned brand, we had to be fearless. This is a complete reset, reclaiming originality and inspiring a new generation,” he said.

As Jaguar prepares for its electric future, the bold new brand identity is sure to resonate with both long-time fans and future customers, marking a thrilling new direction for the storied automaker.