Jaguar Reveals Rebrand for its EV Future (😬)

[Famine]

A new era begins today for Jaguar. 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.

• A new era for Jaguar begins, with the reveal of a completely reimagined brand
• Transformation of Jaguar recaptures ethos of founder Sir William Lyons to Copy Nothing, by being unique and original
• Exuberant Modernism, a creative philosophy that defines all aspects of the new Jaguar world
• All‑new brand identity debuts from 19 November 2024, embodying four key symbols of change
• Jaguar to champion true originality, as a creator and advocate of artistic expression, in all its forms
• Next stage in the transformation of Jaguar to be revealed at Miami Art Week on 2 December 2024, 20:00hrs (U.S. EST), including the debut of its Design Vision Concept.

A new era begins today for Jaguar.

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.

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 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.

"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."

Professor Gerry McGovern OBE, Chief Creative Officer

Symbols of change – Jaguar’s new brand identity
The reimagined Jaguar begins its unveiling today with an all‑new brand identity that establishes its unique character, through a dramatic new visual language.

Meaning is embedded in each of the four symbols of change, reflecting brand values and providing clues for what is to come.

Jaguar’s new device mark is its signature.

It is a powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony.

Strikethrough
This bold linear graphic generates an unmistakeable presence and an immediately recognisable visual for Jaguar, striking through imitation and the ordinary.

Exuberant Colours
Exuberant use of colour is a cornerstone of Jaguar’s new brand identity, embedded in its values and its association with art. Primary colours, born from the painter’s palette – yellow, red and blue – are the tonal building blocks, always presented with texture or movement.

Makers Marks
Consisting of the newly reimagined Jaguar ‘leaper’ that is our precious mark of provenance. Always leaping forward, it is a representation of excellence and hallmark of the brand.

The monogram is a code for expression and a signifier of a completed work. It is used as a flourish or finishing touch.

Copy Nothing
On 2 December 2024, 20:00hrs (U.S. EST), at Miami Art Week, 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.

This dramatic, unmistakable and unexpected expression of what it means to Copy Nothing will be a preview of the fearless approach to come from Jaguar.

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."

Rawdon Glover, Managing Director, Jaguar

This... this doesn't bode well.



... except the Marvel's Hawkeye font, eh?

 

[StealthVel]

I don't usually comment on these things but.. oh dear.

 

[FT-1]

Looks like Jaguar is branching out into the fashion and cosmetics industry before they return to producing cars in 2026

I get the impression that Jaguar is making the same mistake Ford is making with its EV strategy—Abandoning the market in which it's built a reputation and chasing one that doesn't really exist.

 

[Hdbd04]

"copy nothing"

and yet here they are currently copying the strategy of most manufactures planning for a fully electric line-up (to only backtrack later on). But I suppose there's no tuning back for Jaguar's case..

 

[kjb]

This is sad. Going all in on EVs. I get it though. They can have complete control over the car and you fall behind on your car note the car can drive itself back to the dealership

 

[Moglet]

Oh dear. I can't see this going well, I feel like their main audience will find this new branding very alienating.

 

[Nielsen]

It’s crazy how much sabotage established brands can inflict on themselves when a few employees in the marketing department think they are so progressive and clever, but in fact are more likely to be idiots with too much influence.

 

[Tornado]

I guess "copy nothing" tracks somewhat when Jaguar is so late to the party with the wholesale knockoff of generic minimalism from a decade ago that Pepsi has already switched back away from the cringey iPod crap.

 

[McLaren]

Going all in on EVs is one thing, but completely revamping the brand's identity to push it is a gigantic gamble.

Based on that image of those folks & the shots of their odd looking camo'd 4-door GT, I can't tell if Jaguar is trying to create some sort of "Cyberpunk 2077" image.

 

[TheCracker]

As a graphic designer, that new logo is really bugging me. Is it 'jaGuar' or 'JaGUar' now?

 

[CTznOfTime]

Looks like they are burying their past , along with all of their old customers.

They are definitely reaching out to new young customers.

Good luck to them, the EV battle will be fierce.
They are in a difficult situation.

Damn if you don't, damn if you do....
Risking it all on a wild bet.

Can't repeat the history by repeating what they have done in the past.

It's a situation of: if you want a different outcome, you just cannot do what you have been doing in the past....

Must go on a new safari.... That's what Jags do...
Explore new territories for their own survival, the old terrain is all dried up...

 

[MIE1992]

Isn’t that the Gucci logo except with two interlocking Js instead of Gs?

 

[ZGBox]

Gotta hand it to them, this IS a complete 180° regarding their image, that's for sure.
It's like seeing an understated but brutish english gentleman changing their image to a... Parisian haute couture model?

 

[Famine]

Current mood:

 

[Liquid]

You're a car company. Stop talking like a hipster seminar.

 

[CTznOfTime]

The world is changing, whether we like it or not.

Cultural and paradigm shift


Selling a car brand is no easy feat, when your image is down in the gutter, or the fact that no one is literally buying....



Sort of remind me of this video:



Will people accept the new Jag, some will, and if they do it correctly, then hopefully most will...

Edit:
As car people, I concede this is a hard pill to swallow

 

[Dennisch]

And that's probably the end of Jaguar.

 

[wfooshee]

They are definitely reaching out to new young customers.

How many young customers have the money that the new Jags are going to cost? They are looking for extreme exclusivity, thinking hoping they can play with Rolls and Bentley.

 

[Fezzik]

You're a car company. Stop talking like a hipster seminar.

An electric car company - the weirdness goes with the territory,

 

[TheCracker]

Reinvention is always good for a struggling brand, but Jaguar having been relying on their design heritage since the 90's, so its going to be a hard sell. The I, E and F-Paces already appeal to a younger audience from what i see of owners driving them, so i guess they do have a chance of success. They've got to retain strong elements of 'quiet luxury' and sportiness though for the Jaguar name to still mean anything, otherwise they may as well just badge them Tata's.

 

[Nielsen]

As a graphic designer, that new logo is really bugging me. Is it 'jaGuar' or 'JaGUar' now?

It says JaGUar. You don’t need graphical expertise to get annoyed by it.

 

[kjb]

I think they need to fire whoever came up with this ad campaign. This is just terrible. This might be the 2024 version of the New Coke campaign 🤣

 

[Nessy]

Current mood:

Why is Bryan Cranston, rocking a witches broomstick haircut?

 

[Hlavco]

It says JaGUar. You don’t need graphical expertise to get annoyed by it.

They're emphasizing the GU to make sure us Americans use the British pronunciation.

 

[A_Higher_Place]

"it's not a trend, mom!"

 

[Famine]

I'll note that the same creative team behind this whole "no past, only future" Jaguar thing actually said last year, out loud, that Land Rover has no "brand equity" and decided to rework the whole thing into "Defender", "Discovery", and "Range Rover" brands under JLR...

 

[EngieDiesel]

View attachment 1406224

Copy nothing... except the inherent and uncomfortable jankiness of AI-generated art, which copies everything by its very nature as it can only produce derivative works.

Maybe they're hinting that they're going to let AI design their next car. That'd be a bit of a laugh.

 

[Meythia]

let AI design their next car.

I dare say AI would create more interesting car designs than what we currently see of many EVs.
Most of them look like they need to start reinventing the wheel, throwing out the window every bit of knowledge about aerodynamics influence on both looks and efficiency, to appeal to people who prefer using a small stepping ladder to reach into their drivers seat so they can see which people they are mowing down from high above instead of just cutting of their legs and having the victim roll over the cars roof and survive.

Prompt used: "2025 new fully electric car of jaguar, in a london car show"
It doesnt scream "look at me, I am desperatly needing the long headlight LED bars to make me identify as a EV",
but I like it

 

[Terronium-12]

 

[r_outsider]

I dare say AI would create more interesting car designs than what we currently see of many EVs.
Most of them look like they need to start reinventing the wheel, throwing out the window every bit of knowledge about aerodynamics influence on both looks and efficiency, to appeal to people who prefer using a small stepping ladder to reach into their drivers seat so they can see which people they are mowing down from high above instead of just cutting of their legs and having the victim roll over the cars roof and survive.

Prompt used: "2025 new fully electric car of jaguar, in a london car show"
It doesnt scream "look at me, I am desperatly needing the long headlight LED bars to make me identify as a EV",
but I like it
View attachment 1406295

Um, AI did that? That's a pretty good looking render!

As for the scheme of JLR's, I am a rare duck, in that I actually own a Jag. This... whatever the hell this ploy is, makes me want to dump the thing ASAP to distance myself far, FAR away from the brand and the incoming tire fire. And that's saying something considering how much I like my car.