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.
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