Jaguar Launches Revolutionary Brand Identity with Exuberant Modernism
Today heralds the start of a new chapter for Jaguar. The brand has been completely transformed, embodying the "Copy Nothing" ethos, which draws inspiration from the founding principles laid down by Sir William Lyons.
Jaguar's transformation is encapsulated by Exuberant Modernism, a creative philosophy permeating all elements of its new brand world. This approach champions bold designs and innovative thinking, establishing a brand personality that demands attention through unbridled creativity.
The reveal of the reimagined Jaguar commences today with an all-new brand identity that defines its unique character through a striking new visual language. Each of the four symbols of change incorporated in this identity reflects Jaguar’s core values and offers insights into future developments.
Jaguar’s new device mark has become its hallmark. It celebrates modernism with geometric shapes, symmetry, and simplicity, ingeniously merging upper and lowercase letters to create visual harmony. This striking linear graphic creates an unmistakable presence for Jaguar, distinctively eschewing imitation and the commonplace.
The use of colour is fundamental to Jaguar's new brand identity, deeply ingrained in its values and links to the arts. Primary colours—yellow, red, and blue—sourced from the painter’s palette, are always displayed with texture or movement.
The newly reimagined Jaguar ‘leaper’ symbolises our esteemed mark of provenance. Always advancing forward, it represents excellence and serves as the brand's emblem.
On December 2nd, 2024, at 20:00 hrs (U.S. EST), during Miami Art Week, Jaguar will introduce “Copy Nothing,” its first global public installation that includes the physical embodiment of its Exuberant Modernism philosophy in a Design Vision Concept. This event will offer a glimpse of Jaguar’s audacious new direction.
Jaguar’s involvement in Miami will reinforce its dedication to artistic expression. Through carefully curated gallery spaces across two venues, Jaguar will collaborate with pioneering emerging artists who resonate with the "Copy Nothing" ethos.
"To reintroduce such a globally renowned brand, we had to be intrepid. Jaguar has historically been at its best when challenging conventions. This ethos is manifested in our new brand identity and will continue to be revealed in the coming months. This complete reset transforms Jaguar to reclaim its originality and inspire a new generation. I am eager for the world to see the new Jaguar," comments Rawdon Glover, Managing Director of Jaguar.
