British automaker Jaguar has rebranded with a vibrant new look and feel, though there are no cars to be seen.
The rebranding includes a new device mark, a new colour palette and a reimagined leaping jaguar logo.
“A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons,” said the company in a release.
“Jaguar’s transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”
Jaguar said its new device mark was a “powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony.”
The bold linear graphic, it added “generates an unmistakeable presence and an immediately recognisable visual for Jaguar, striking through imitation and the ordinary”.
At Miami Art Week at the start of December, Jaguar said that it will present “Copy Nothing”, the first global public installation for its new brand that will include the “physical manifestation of its Exuberant Modernism creative philosophy” in a Design Vision Concept.
Jaguar’s presence in Miami, it added, “will establish its advocacy for artistic expression, in all its forms”.
Jaguar will share its new platform in curated gallery spaces over two locations with “new and ground‑breaking” emerging artists who apparently share its ethos of “Copy Nothing”.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’.
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,” said Professor Gerry McGovern OBE, the marque’s chief creative officer.
“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.”
Jaguar said that its reimagined logo was its “precious mark of provenance”.
“Always leaping forward, it is a representation of excellence and hallmark of the brand,” it added.
“To bring back such a globally renowned brand we had to be fearless,” added Rawdon Glover, managing director, Jaguar.
“Jaguar was always at its best when challenging convention. 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.”
In its annual report, the Jaguar Land Rover Group said that Jaguar sold 66,866 vehicles, up 6.9 per cent year-on-year due to an increase in production.
