Jaguar Unveils New Branding, Teases New Design Concept

Jaguar is preparing for its new electric era by unveiling a new logo and a teaser image of its first design concept.

It is no secret that Jaguar is preparing for its new all-electric era. To go with that, the British marque has unveiled its new branding identity, which not only looks like a total departure from the previous one but also has caused a row in the automotive space.

The company says its reinvention is inspired by the philosophy of the brand’s founder, Sir William Lyons, who famously said, “A Jaguar should be a copy of nothing.” Fuelled by the words of its founding father, Jaguar has taken a rather radical step in its rebranding exercise, with the new identity featuring no less than four core design elements that all will be present in their upcoming luxury EVs.

The first of the elements is known as the “Device Mark," which is essentially the Jaguar lettering written in a new and minimalistic typeface. Going alongside the new lettering is the second element called "Strikethrough," a horizontal graphic motif that looks like it might be used as the brand’s new emblem on their future models.

Moving on to the third element known as “Exuberant Colors," it showcases the exuberant use of colours, which is a cornerstone of Jaguar’s new brand identity. As for the final element, the “Makers Marks” is the closest thing to its original logo, as it features Jaguar’s signature leaper logo alongside a new monogram logo that incorporates two ‘J’ letters in a single circle.

According to Jaguar’s chief creative officer, Professor Gerry McGovern, the new branding identity is meant to recapture “the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.”

“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” the CCO added.

Besides the new branding and the polarising video accompanying it, Jaguar has also silently revealed a single teaser image showcasing the cropped rear part of its upcoming concept model. From said photo, we can see that this design concept will get a pretty sporty fastback roof design, plus the absence of a rear windscreen, which has been replaced by horizontal slats instead.

While it is too early or vague to deduct, this teased image could potentially be the recently-spied Jaguar model, which sports a low-slung sedan bodystyle with a fastback rear end and four doors. What’s also unique about this spied prototype is its boxy front ‘grille’ that harkens back to the old Jag saloons like the original XJ.

Fortunately, we don’t need to wait so long before seeing this design concept in full form, as Jaguar is poised to unveil them at the upcoming Miami Art Week on Dec 2. By then we’ll get to see whether all the efforts and troubles went into revamping this heritage British brand are worth it or not.