Jaguar’s image gets makeover
Jaguar has been transformed as a brand ahead of the marque launching a design vehicle concept at Miami Art Week.
The car, which will be revealed on December 3, will preview what the company describes as its “exuberant modernism creative philosophy”.
Managing director Rawdon Glover says the rebranding represents a “complete reset” to reclaim Jaguar’s originality and inspire a new generation.
“To bring back such a globally renowned brand, we had to be fearless,” he adds. “Jaguar was always at its best when challenging convention. That ethos is seen in our new identity and will be further revealed over coming months.”
The ideas behind the rebranding recapture an ethos that can be traced back to company founder Sir William Lyons.
Gerry McGovern, chief creative officer, says: “He believed that ‘a Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy. The new brand is built around exuberant modernism. It is imaginative, bold and artistic.”
Jaguar’s identity now features a new device mark as its signature and the “exuberant” use of colour. Then there are new “maker’s marks”, which consist of the reimagined “leaper” for provenance.
