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Jaguar has rebranded to celebrate its 90th anniversary. The drastic change is shocking. Jaguar has unveiled a new logo and brand identity ahead of its transition to a full-fledged electric vehicle brand. Jaguar stopped selling new cars a year ago to change its brand and plans to launch three new electric vehicles by 2026. It aims to position itself as a high-end electric vehicle brand that is more than twice as expensive as its current price.
“This is a reinvention of Jaguar that recaptures the essence of the brand, bringing back the values that made people love Jaguar, while remaining relevant to today’s customers,” said Gerry McGovern, chief creative officer at Jaguar Land Rover.
From the classic British image to high fashion, the new “JaGUar” wordmark is a mixture of uppercase and lowercase letters, and has a geometric shape without decoration. The J and r are mirror images of each other, and are also applied to the new monogram. The curvature is close to a circle, making it look like a technology-based brand. The Jaguar’s iconic “Growler” badge on the grille and bonnet is gone. Instead, the Jaguar mark running sideways against the horizontal line appears.
The brand film does not feature cars, and instead features models of various races. The screen transitions like a fashion show, emphasizing phrases such as “live vivid,” “delete ordinary,” “break moulds,” and “create exuberant” under the slogan “Copy nothing.”
Every Tuesday morning, a designer with 16 years of experience curated Collect design trends.
