Jaguar Reimagined: A Bold Leap into a Fearless Future
Jaguar unveils a transformative brand identity, rekindling its heritage of originality and boldness for a contemporary audience.
GAYDON, UK: Jaguar has unveiled a radical reimagining of its brand, embracing a creative philosophy it calls Exuberant Modernism. Rooted in the vision of founder Sir William Lyons, who believed a Jaguar should “copy nothing,” the brand is entering a new era defined by fearless creativity and originality.
This reimagining isn’t just about cars; it’s a holistic transformation that promises to impact design, artistry, and the cultural zeitgeist. At the heart of this evolution is a new visual identity anchored by bold symbolism, vibrant aesthetics, and a commitment to inspiring originality.
A New Philosophy: Exuberant Modernism
Jaguar’s redefined ethos, Exuberant Modernism, shapes its entire brand universe. Combining bold designs, unexpected innovation, and artistic expression, the brand aims to stand out with a personality that is both audacious and sophisticated.
“Jaguar has its roots in originality,” says Professor Gerry McGovern OBE, Jaguar’s Chief Creative Officer. “Our founder, Sir William Lyons, believed a Jaguar should be a copy of nothing. Today, that belief informs our vision. We are creating a Jaguar for the future—fearless, imaginative, and truly unique.”
Symbols of Change: A Dynamic Visual Identity
The transformation begins with a striking new visual identity, featuring four key elements that reflect Jaguar’s brand values:
- Device Mark: A geometric signature that merges upper and lowercase elements in perfect harmony, symbolizing modernist simplicity.
- Strikethrough: A bold graphic line that represents defiance against imitation and celebrates originality.
- Exuberant Colours: Vibrant hues inspired by an artist’s palette—yellow, red, and blue—bring texture and dynamism to Jaguar’s visual language.
- Makers Marks: The iconic Jaguar leaper, reimagined as a forward-moving symbol of excellence, complemented by a monogram that signifies artistic craftsmanship.
The Global Stage: Miami Art Week 2024
Jaguar’s new creative identity will take center stage on 2 December 2024 during Miami Art Week. Titled Copy Nothing, this first global public installation will showcase Jaguar’s philosophy through its groundbreaking Design Vision Concept.
The event will also feature collaborations with emerging artists who share Jaguar’s ethos of fearless originality. “Jaguar has always been at its best when challenging convention,” says Rawdon Glover, Managing Director of Jaguar. “Our Miami installation is the perfect platform to demonstrate our fearless approach and commitment to artistic expression.”
Respecting the Past, Inspiring the Future
Since its founding in 1935, Jaguar has been synonymous with elegance and innovation. This bold reimagining seeks to restore its status as a trailblazing brand while capturing the imagination of a new generation.
“Jaguar is transformed,” says Glover. “This is a complete reset. We’re reclaiming our originality and inspiring a future where Jaguar stands out as fearlessly unique and emotionally engaging.”
As Jaguar embraces this new era, its ethos to Copy Nothing promises to redefine luxury, artistry, and automotive design. The journey begins now, with the world set to witness the transformation in all its exuberant glory this December in Miami.
