Jaguar Finally Wakes Up With A New Brand Direction

A Bold New Chapter for Jaguar: Embracing “Exuberant Modernism”

After YEARS of silence and a few CEO changes, Jaguar has officially launched a new era, redefining its identity with a commitment to “Copy Nothing,” a philosophy rooted in the visionary ideals of its founder, Sir William Lyons. The reimagined Jaguar brand embodies Exuberant Modernism, a creative approach that champions originality, bold design, and fearless innovation.

A Vision of Unparalleled Creativity

Professor Gerry McGovern OBE, Jaguar’s Chief Creative Officer, describes this transformation as a return to Jaguar’s roots while embracing a forward-thinking ethos:

“New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold, and artistic at every touchpoint. We are restoring Jaguar’s status as a brand that enriches lives while making it relevant for contemporary audiences.”

This reinvention underscores Jaguar’s commitment to challenge conventions, reestablishing itself as a leader in automotive design and cultural influence.

New Symbols of Change

The transformation is visually represented through a fresh brand identity featuring four key elements, each reflecting the values and aspirations of the new Jaguar.

• Device MarkJaguar’s new device mark is a celebration of modernist design. With its blend of upper and lowercase characters, it symbolizes symmetry, simplicity, and unexpected harmony.

• StrikethroughA bold linear graphic serves as a visual metaphor, striking through the ordinary and reinforcing Jaguar’s fearless stance against imitation.

• Exuberant ColorsJaguar’s new palette incorporates vibrant primary colors – yellow, red, and blue – infused with texture and movement, reflecting the brand’s connection to art and creative expression.

• Maker’s MarksThe iconic Jaguar “leaper” has been reimagined as a hallmark of excellence. Complemented by a new monogram, these symbols represent Jaguar’s dedication to craftsmanship and originality.

Introducing “Copy Nothing”

On December 2, 2024, Jaguar will unveil its boldest expression of Exuberant Modernism at Miami Art Week with “Copy Nothing,” a global public installation showcasing the brand’s new philosophy. The event will also feature the Design Vision Concept, offering a glimpse into Jaguar’s future direction.

This installation, hosted across two meticulously curated gallery spaces, will not only spotlight Jaguar’s transformation but also celebrate emerging artists who align with its ethos of fearless creativity.

Jaguar’s Fearless Future

Rawdon Glover, Jaguar’s Managing Director, underscores the significance of this transformation:

“This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. We are excited for the world to finally see the new Jaguar.”

The reimagined Jaguar isn’t just about cars—it’s about creating a lifestyle brand that resonates with contemporary audiences. With its commitment to innovation, bold design, and artistic expression, Jaguar is poised to redefine luxury and set new benchmarks in the automotive world.

As Jaguar leaps into the future, its legacy of challenging convention promises to captivate and inspire a new generation of enthusiasts.

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