Jaguar continues to work on its strategic plan aimed at transforming the Coventry house into a luxury brand of electric models, and for this, the new era of Jaguar begins with the unveiling of a completely reinvented brand.
In this way, Jaguar has just presented the new visual identity of the brand, marked by its name, written in a unique and very minimalist typography, overlaid on a linear graphic motif that resembles a grid.
Another of the new features is the new logo that replaces the traditional Jaguar with the letter ‘J’ used in an opposite way, creating an aesthetic effect reminiscent of the symbols of other luxury brands.
To enter this new era, the traditional Jaguar symbol will disappear from the hoods of its models, now being used as a final touch, likely in some elements of the new models, such as on the steering wheel.
Exuberant Modernism is the name of the creative concept for Jaguar’s new visual identity. “Our founder used to say that ‘A Jaguar should not be a copy of anything.’ Our vision is based on that philosophy,” said Gerry McGovern, director of design.
However, we must wait for the new concept from the brand that will be presented on December 2nd at Miami Art Week to learn about the “modernist, colorful, and original exuberance” that Jaguar promises to use in the visual identity of its future models.
“To bring back such a globally renowned brand, we had to be fearless. Jaguar has always been at its best when it challenged conventions. We can see that reflected in our new brand identity. This is a complete restart. It is transforming to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”, said Rawdon Glover, Managing Director, Jaguar, in a statement.
