Jaguar Unveils Bold New Logo and Brand Identity
We’ve seen a huge amount of new car logos hit the road over the last few years, with everyone from the likes of Kia to Rolls-Royce debuting new identities. And now, Jaguar has presented what might be the boldest reimagining yet, complete with a brand new logo, wordmark, and typeface.
A New Era for Jaguar
During a media briefing today, Jaguar unveiled what it calls an "exuberant, modernist, and compelling" new look. And perhaps anticipating the controversy such a comprehensive rebirth might prompt, the brand added that when it comes to its visual identity, it is "not afraid to polarise". So while the new wordmark, which combines upper and lowercase letters might look like one of the best logos for some, it could prove too much to stomach for others.
The New Logo
At the heart of the new look is two new logos. Most notable is the minimal new wordmark which, with its slim, curved letters, somewhat resembles the logo for the Dune movies. Jaguar calls the wordmark "a powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony."
The Monogram
Also present is a circular ‘JR’ monogram that looks like it belongs on a signet ring. "The monogram is a code for expression and a signifier of a completed work. It is used as a flourish or finishing touch," Jaguar says.
The Cars
The cars themselves will continue to feature the classic ‘leaper’ logo, which is good news since it’s one of the best car logos on the road today. But this fresh iteration incorporates the new brand identity’s ‘strikethrough’ graphic code, in which it’s rendered on a series of horizontal lines.
Conclusion
Jaguar’s new branding is very much of the minimal, flat design style that was all the rage a few years back. While it may not appeal to everyone, it’s certainly an extraordinary bold rebrand. Time will tell how the rebrand is represented on the cars themselves.
FAQs
Q: What is the inspiration behind Jaguar’s new logo?
A: The new logo is inspired by Jaguar’s heritage and its founder, Sir William Lyons, who emphasized the importance of creativity and innovation.
Q: What is the significance of the new wordmark?
A: The new wordmark is a powerful celebration of modernism, showcasing geometric form, symmetry, and simplicity.
Q: Will the new logo be used on all Jaguar cars?
A: The classic ‘leaper’ logo will continue to be used on Jaguar cars, with the new brand identity’s ‘strikethrough’ graphic code incorporated into the design.
