Jaguar’s new logo introduces a bold, modern design that challenges norms & may divide opinions, making a strong statement in the competitive luxury car market.
Synopsis
Jaguar reinvents its identity with a bold new logo and wordmark, embracing “exuberant modernism.” The brand aims to challenge conventions and is “not afraid to polarize” in the luxury car market.
Key Takeaways
- Bold Reimagining: Jaguar moves away from tradition with a modernist wordmark and a sleek circular monogram.
- Polarizing Strategy: The brand invites diverse opinions, thriving on challenging norms.
- Creative Philosophy: Defined by “Exuberant Modernism,” Jaguar seeks to innovate and erase the ordinary.
- Classic Leaper Stays: The iconic leaping jaguar remains on cars, now featuring a new ‘strikethrough’ design element.
A Bold New Identity
Jaguar has revealed its redesigned logo, wordmark, and typeface, describing the new look as “exuberant, modernist, and compelling.” The wordmark features a geometric, minimalist design with a mix of uppercase and lowercase letters, inspired by the typography of the movie Dune.
Challenging Conventions
The rebrand follows the mantra “Copy Nothing,” inspired by founder Sir William Lyons. Managing Director Rawdon Glover emphasizes that Jaguar excels when breaking norms, signaling a bold new direction to redefine luxury design.
The Design Details
Wordmark:
Jaguar’s sleek, curved letters reflect modernism, blending symmetry and simplicity to create “unexpected visual harmony.”
Monogram:
The new circular ‘JR’ monogram acts as a symbol of completion, described as “a code for expression” and positioned as a signature design flourish.
Evolving Classic Elements:
The iconic leaper stays on vehicles but now features Jaguar’s new ‘strikethrough’ graphic, offering a fresh yet familiar update.
What’s Next?
Jaguar’s new ethos, “Exuberant Modernism,” focuses on fearless creativity and bold originality. The brand aims to captivate by discarding the ordinary and embracing the unexpected.
Jaguar suggests that its refreshed visual identity hints at its future direction. While flat, minimalist design takes center stage, the cars will retain the iconic leaper—ensuring a connection to tradition within a bold, new framework.
