Jaguar Unveils New Brand Identity

Luxury carmaker, Jaguar has released a teaser image showcasing its bold new design philosophy, which will shape the brand’s future vehicles. The image reveals a rear design detail, offering a glimpse into a vision defined by bold forms and exuberant proportions.

This transformation marks a new era for Jaguar, rooted in the ethos of its founder, Sir William Lyons, who famously stated, “A Jaguar should be a copy of nothing.” The philosophy emphasizes originality, fearless creativity, and a modern reinterpretation of the brand's iconic values.

The global debut of Jaguar’s Design Vision Concept will take place on December 2, 2024, at Miami Art Week. The event will showcase Jaguar’s new creative philosophy alongside curated gallery spaces featuring collaborations with emerging artists who align with its "Copy Nothing" ethos.

Jaguar’s updated brand identity features several elements such as:

Device Mark: A geometric, modern signature blending upper and lowercase characters.

Strikethrough: A bold linear graphic symbolising Jaguar’s defiance of imitation and conventional norms.

Exuberant Colours: Bright primary tones inspired by artistic palettes, emphasizing texture and movement.

Makers Marks: The reimagined Jaguar "leaper" as a hallmark of excellence, alongside a monogram signifying completed work.

Professor Gerry McGovern OBE, Jaguar’s Chief Creative Officer, described the transformation as a return to the core values that made Jaguar a beloved brand, now reimagined for a contemporary audience. “New Jaguar is imaginative, bold, and artistic at every touchpoint,” he said, promising a fearless approach to design.

Jaguar Managing Director Rawdon Glover added, “This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation.”