The British luxury car manufacturer Jaguar has announced a "new era" for the brand with a shift towards electric production, unveiling a new font, logo, and monogram.
The wordmark "Jaguar" now features a mix of uppercase and lowercase letters in gold, while the iconic "leaper" logo of the cat against 16 stripes has been updated to a more two-dimensional look and now faces right, instead of left as it did previously.
The monogram featuring the jaguar, which has adorned Jaguar car grilles for the past two decades, has been replaced with a new circular badge that combines the letters "j" and "r" within a circle.
Notably, the presentation video for the rebranding garnered the most attention as it showcased no cars and resembled a fashion advertisement with somber models in bright, colorful outfits (the website cardealermagazine compared the clip to a hallucinogenic sci-fi film).
Copy nothing. #Jaguarpic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
“Are you really selling cars?” asked Elon Musk in response to the Jaguar video on Twitter.
Meanwhile, Jaguar believes that the rebranding has been successful, describing it as a "powerful celebration of modernism."
“This is a reimagining that recreates the essence of Jaguar, returning it to the values that once made the brand beloved and will make it relevant for modern audiences,” said Jaguar Land Rover's chief creative officer Gerry McGovern.
McGovern also assured journalists that the team "did not sniff any white substances" during the brand's new design development.
Jaguar's visual updates will debut on an upcoming concept and will extend to a trio of fully electric production vehicles that the company has promised to release by 2030.
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