British luxury carmaker Jaguar has unveiled its new brand identity, marking a significant transformation as it transitions to an all-electric vehicle (EV) brand by 2026. The new identity is built around the philosophy of “Copy Nothing,” a concept rooted in the vision of its founder, Sir William Lyons.
New Brand Identity
The reimagined brand identity features four key symbols of change: the Device Mark, Artist Mark, Maker’s Mark, and Strikethrough. The Device Mark is a new signature device with a fresh visual, while the Artist Mark combines the letters “J” and “R” inside a circle. The Maker’s Mark features horizontal lines with the iconic leaping cat, and the Strikethrough is a bold linear graphic that symbolizes the brand’s rejection of imitation.
New Jaguar
Jaguar’s new visual language includes vibrant colors like yellow, red, and blue, which are used prominently in its branding. The brand’s new identity is designed to reflect its commitment to Exuberant Modernism, a creative philosophy that emphasizes bold, imaginative, and artistic designs.
The new brand identity will be showcased globally at the Miami Art Week on December 2, 2024, where Jaguar will present “Copy Nothing,” its first global public installation. This event will also feature the debut of Jaguar’s Design Vision Concept, a preview of its upcoming all-electric four-door GT.
Jaguar’s Managing Director, Rawdon Glover, emphasized that the new brand identity is a complete reset aimed at reclaiming the brand’s originality and inspiring a new generation. The company’s Reimagine strategy includes the development of prototypes for its first all-electric 4-door GT, which will be built on a dedicated electric architecture called Jaguar Electric Architecture (JEA).
The transition to an all-electric brand is part of Jaguar’s broader strategy to stay relevant in the contemporary market while honoring its heritage. The new brand identity is expected to resonate with both existing and new customers, reinforcing Jaguar’s position as a leader in luxury electric vehicles.
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