Jaguar has officially launched its rebranding campaign, giving motorists their first look at the company’s new logo, slogan, and design philosophy going forward.
The British marque is pursuing a new minimalist, high-fashion aesthetic, but this approach has been met with mixed reception from the public.
Jaguar’s new identity
Jaguar is currently undergoing a drastic re-imagining of its identity, moving away from high-powered combustion models towards an all-electric future.
To this end, the automaker is discontinuing its selection of internal combustion engine nameplates like the E-Pace and F-Type this year to make way for a new selection of battery-electric vehicles, which have yet to be officially unveiled.
Naturally, this radical shake-up to the brand’s portfolio has also led to the creation of an updated logo and design language, which was recently showcased with new promotional imagery.
First is the company’s logo, which replaces the iconic growling Jaguar face with two circular J symbols in a reflective pattern, with one facing up while the other is facing down.
The manufacturer has also adopted a new typeface for its written logo with much more rounded edges for each letter.
Jaguar’s old (left) vs new (right) logo.
Long-time fans will be happy to know that the brand’s other famous emblem – the leaping Jaguar – is still around, though it also appears to have been altered slightly as the animal now faces right instead of left in all the published photos.
Thus far, the logo has only been showcased in a minimalist 2D print with a striped background, so it’s unclear how it will look when it eventually finds its way to the tailgate of Jaguar’s new EVs.
Going along with all of these changes is the carmaker’s new slogans of “Copy Nothing” and “Delete Ordinary,” which encapsulate the thought process behind the redesign.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’,” said Professor Gerry McGovern OBE, Chief Creative Officer at Jaguar.
The rebrand has been described as “Exuberant Modernism,” which was showcased with a video advert that wouldn’t look out of place at a high-society fashion event.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” said McGovern.
The company also recently shared a teaser image for its Design Vision Concept of its new vehicles, which will make its public debut at the Miami Art Week just under two weeks from now on 2 December 2024.
Jaguar Design Vision Concept teaser
Public reception
Jaguar’s substantial overhaul has received a lot of attention online, with motorists coming forward to express their views on the changes.
Petrolheads have been critical of the new look, with many claiming that the new logo is more similar to what you’d see from a luxury fashion icon like Gucci than a carmaker.
The general direction the company is taking has also received negative sentiment, though this mostly ties into the larger decision to abandon its legacy of powerful V8 and V12 sports cars in favour of a battery-powered catalogue.
For context, one of the marque’s previous taglines was “The Art of Performance,” which leaned into its aggressive themes with its growling predator logo and big engines.
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