The Jaguar automobile brand will undergo a major overhaul. The brand announced today that it will embark on its new identity defined as Exuberant Modernism. This philosophy will underpin everything about the new Jaguar brand, from its vehicle designs, character, and possibly even how they drive.
While many automotive brands have announced rebrands in the past, what is striking about Jaguar’s announcement is its vow to “Copy Nothing” from its roots, and particularly its founder, Sir William Lyons. As controversial as it sounds, the company says this originality is actually part of its heritage.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’,” said Professor Gerry McGovern OBE, Chief Creative Officer. “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.”
Phase 1
Jaguar plans to tease its new identity in steps. Its first phase is the reveal of its four symbols of change: its Artist Mark, Device Mark, Makers Marks, and exuberant colors.
The Artist Mark will be Jaguar’s new signature. The new Artist Mark is a monogram that features symmetry and simplicity, featuring the J in both vertical orientations. Its Device Mark is simply ‘Jaguar’ spelled out with a mix of upper and lowercase characters. Its Makers Mark is modern interpretation of the ‘leaper’ cat, this time in negative space created by 16 horizontal lines. Jaguar will also use bold primary colors, particularly yellow, red, and blue, in its marketing, perhaps to appeal to a younger audience.
Phase 2
More of Jaguar’s new identity will be revealed on December 2, 2024, at the Miami Art Week, where Jaguar 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.” We can only assume this will be a new concept featuring the brand’s new design philosophy.
In addition, there may be some visual art accompanying the presentation to give the public a better idea of what Jaguar is cooking.
Jaguar’s presence in Miami will establish its advocacy for artistic expression, in all its forms. Through a series of meticulously curated gallery spaces over two locations, Jaguar will share its platform with new and ground-breaking emerging artists who share its ethos of Copy Nothing.
“To bring back such a globally renowned brand we had to be fearless. 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,” said Rawdon Glover, Managing Director, Jaguar.
A new direction
Jaguar is embarking on this new direction in order to breathe new life into its ageing brand. Its reveal of Device Marks may indicate that Jaguar may even be planning to enter the personal mobility or personal tech space.
For now, all the brand has offered are its new logos and teasers of its upcoming campaign. We will have to wait until December 2, 2024 to get a better idea of its new direction.