New Jaguar takes a completely different tack
Bold
Exuberant modernism. Well, Jaguar mentions that term in its communication. How should we interpret it? According to Jaguar as a creative philosophy that supports all aspects of the new Jaguar brand world. “This philosophy embraces bold designs and surprising and original thinking, creating a brand identity that demands attention through fearless creativity,” the manufacturer says.
Jaguar’s new logo
Jaguar is also introducing a new brand identity centered on four symbols. These four symbols reflect the brand values and give an idea of what is to come.
- Wordmark: “Jaguar’s new wordmark, according to the manufacturer, is a powerful expression of modernism – geometric shapes, symmetry and simplicity – that presents the unexpected by seamlessly weaving upper and lower case letters into visual harmony,” reports Jaguar.
- Lines: “The powerful linear shape is an unmistakable, instantly recognizable visual element for Jaguar that is unique and uncommon,” the manufacturer states.
- Exuberant colors: “Exuberant use of color is a cornerstone of Jaguar’s new brand identity, embedded in its values and its association with art. Primary colors, as on a painter’s palette – yellow, red, blue – are the building blocks and are always presented in conjunction with texture or movement,” names the Tata-owned automaker.
- Logos: “The newly designed Jaguar ‘leaper’ is a valuable element. Always leaping forward, it symbolizes excellence and is a hallmark of Jaguar. The new monogram represents expression and is a sign of a completed work. It symbolizes progress and is used as an expression or finishing touch.”
Copy Nothing
On December 3, 02:00 local time, Jaguar will present “Copy Nothing,” the first worldwide public artwork for the revamped brand, during Miami Art Week. What we will see there gives a taste of what Jaguar will offer in the future.
“A complete reset.”
Rawdon Glover, Managing Director Jaguar, says, “To bring back such a globally known brand, we had to be fearless. Jaguar was always at its best when challenging conventions. That ethos is reflected today in our new brand identity and will continue to be unveiled over the coming months. This is a complete reset. Jaguar is being transformed to reclaim its originality and inspire a new generation. I am thrilled that the world can finally see Jaguar.”
Goodbye previous content on social media
You may take that “complete reset” literally, because apparently Jaguar cannot afford to be associated with the past. All content on social media has been deleted. Jaguar’s account on Instagram is completely empty.
The history of Jaguar
Jaguar’s history begins in 1922, when William Lyons and William Walmsley founded the Swallow Sidecar Company in Blackpool. The company initially produced sidecars for motorcycles. In 1934, the company moved to Coventry and focused entirely on car production under the name SS Cars Limited.
1935: The birth of Jaguar
In 1935, the Jaguar name first appeared on the SS Jaguar 2.5 Litre sedan. After World War II, the SS Cars name was abandoned because of negative associations with the initials, and from 1945 the company continued as Jaguar Cars Ltd.
1948-1960: Sports cars and worldwide fame
After the war, Jaguar began to distinguish itself with sporty and luxurious models. The introduction of the Jaguar XK120 in 1948 was a milestone. This sports car was praised for its design and performance. Jaguar further established its reputation in motor racing with victories at Le Mans in the 1950s thanks to models such as the C-Type and D-Type.
In 1961, Jaguar set a new standard with the introduction of the E-Type, a car that won worldwide admiration and today is considered one of the most beautiful cars ever made.
1968-1989: Growth and challenges
In 1968, Jaguar introduced the XJ series, a luxury sedan that would remain the brand’s flagship for many years. At the same time, Jaguar merged with British Motor Corporation (BMC) and later became part of British Leyland. This period brought financial challenges, but Jaguar managed to maintain its luxury image.
In 1984 Jaguar became an independent company and was listed on the stock exchange. This independence did not last long; in 1989 Jaguar was acquired by American Ford.
1990-2008: Ford and modernization
Under Ford, Jaguar modernized and expanded its model lineup. Models such as the Jaguar S-Type and the X-Type were introduced to appeal to a wider audience. Although quality improved, Jaguar did not always manage to compete with German rivals such as BMW and Mercedes-Benz.
2008-present: Tata Motors and electric revolution
In 2008, Jaguar, along with Land Rover, was acquired by India’s Tata Motors. This marked a new phase of growth and innovation. The merged company, Jaguar Land Rover (JLR), invested heavily in technology and design.
Jaguar introduced the F-Type in 2013, a modern sports car that revived the spirit of the E-Type. In addition, Jaguar began making its models electric, with the introduction of the Jaguar I-PACE in 2018, an all-electric SUV. Jaguar has announced that it will become an all-electric brand starting in 2025.