Jaguar Rebranded
November 19, 2024
Jaguar has officially rebranded today. The reimagining of its iconic brand identity gives a nod to Jaguar’s founder, Sir William Lyons, and his philosophy of
November 19, 2024
Alan Mann Racing Joins Boreham Motorworks
November 19, 2024
Alan Mann Racing (AMR), has joined Boreham Motorworks as its in-house high-performance division. This collaboration will bring AMR’s racing history together with Boreham’s performance engineering
Jaguar Rebranded
November 19, 2024
Jaguar has officially rebranded today. The reimagining of its iconic brand identity gives a nod to Jaguar’s founder, Sir William Lyons, and his philosophy of “Copy Nothing.” The common theme throughout the new branding is Exuberant Modernism, which looks to show Jaguar as a brand with fearless creativity and original thinking.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’.
Professor Gerry McGovern OBE, Chief Creative Officer
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.
This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.“
The New Identity
The new Jaguar branding has been designed around four symbols of change, each one representing the brand’s values and future aspirations:
- Device Mark: A geometric and symmetrical logo combining upper and lowercase characters for a sleek, modern aesthetic.
- Strikethrough: A bold graphic element symbolising Jaguar’s defiance of imitation and mediocrity.
- Exuberant Colours: A vibrant palette drawn from primary colours, emphasising movement, texture, and artistic inspiration.
- Maker’s Marks: The iconic Jaguar “leaper,” reimagined as a forward-driven emblem of the brand’s excellence.
“To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention.
Rawdon Glover, Managing Director, Jaguar
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.
I am excited for the world to finally see Jaguar.”
One response to “Jaguar Rebranded”
Why change a brand mark known the world over? It will make it worthless in the view of many. Like MG, and Ford’s new Capri.
Alan Mann Racing Joins Boreham Motorworks
November 19, 2024
Alan Mann Racing (AMR), has joined Boreham Motorworks as its in-house high-performance division. This collaboration will bring AMR’s racing history together with Boreham’s performance engineering which will further add to the current offerings of the DRVN Automotive Group. This move is made even more special as 2024 marks AMR’s 60th anniversary. Beginning the next chapter of its story in this way seems a great way to celebrate six decades of work.
Alan Mann Racing
Alan Mann Racing was established in 1964 and quickly gained fame for its success in touring car and endurance racing with its close ties to Ford Motor Company. The team, in its now iconic vehicles like the Cortina, Escort, Mustang, and GT40, became leaders in performance and race technology.
For example, in the 1968 British Saloon Car Championship, the Escort Mk1 completely dominated and, throughout the years, some big names in motorsport have raced under the AMR banner. Drivers such as Graham Hill, Sir Jackie Stewart, and Mario Andretti to name just a few.
Ford recently recognised AMR’s contributions to motorsport by awarding it the 2024 Spirit of Ford Award. The award, accepted by Alan Mann’s sons, Henry and Tom, highlights the team’s important role in Ford’s racing achievements.
“We are incredibly excited to join Boreham Motorworks as its high-performance division. This allows us to not only preserve and celebrate Alan Mann Racing’s rich heritage but also to bring it into a new era of innovation and customer experience. Together, we’ll continue to honour the spirit of Ford’s motorsport legacy while delivering high-performance product, events and experiences that capture the passion of racing enthusiasts worldwide.”
Henry Mann, Managing Director, Alan Mann Racing
Boreham Motorworks Collaboration
The collaboration with Boreham Motorworks aims to carry AMR’s racing history into the future. Together, they plan to push the boundaries of automotive development in partnership with Ford Motor Company. Their first joint product is expected to debut in early 2025, and will, no doubt, be something very special!
AMR will also oversee the Boreham High-Performance Club, a newly established community for enthusiasts. This club, launching in 2025, will celebrate Ford’s legacy while offering members exclusive events and experiences that highlight analogue driving excellence.
“We are thrilled to welcome Alan Mann Racing into the Boreham Motorworks and DRVN Automotive Group family. Their unparalleled expertise and iconic history in motorsport perfectly complement our mission to create historically authentic, performance-driven, Peak Analogue® vehicles. Together, we will push the boundaries of what’s possible in the world of continuation and remastered vehicles, staying true to the legacy of Alan Mann and Ford’s motorsport heritage while delivering exceptional experiences for our customers.”
Iain Muir, CEO, DRVN Automotive Group
Alan Mann Racing Documentary
To further celebrate AMR’s 60th anniversary, a documentary has been made. This gives an in-depth look at the team’s history through interviews with key members of the team.
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