The car brand Jaguar, owned by the British company Jaguar Land Rover Ltd., has unveiled its new visual identity. In recent years, the manufacturer has gained significant popularity among car enthusiasts. Lately, one of the core values of the brand has been “exuberant modernism,” expressed through an innovative visual language designed to mark a “new era for Jaguar,” as the parent company states.
Since 2008, JLR, which also owns car brands such as Range Rover, Defender, and Discovery, has been a subsidiary of the Indian automaker Tata Motors. In January 2021, the company’s CEO, Thierry Bolloré, presented the Reimagine strategy, aimed at repositioning Jaguar by 2025. Now, three years later, the transformation is becoming more visible.
A Dramatic Shift in Visual Design
Jaguar’s new visual identity is sharply different from the conservative design the brand was previously known for. Even at first glance, the presented design marks a pivotal moment for the manufacturer. According to an official statement, the new Jaguar brand world is “fearless, unique, and emotionally attractive, combined with a commitment to reaching the highest creative achievements.”
As Jaguar’s press release explains, the transformation is being carried out under the motto “Exuberant Modernism,” a creative philosophy underpinning all aspects of the brand. This new mission—captured in the phrase “Copy nothing”—references the words of the company’s founder, Sir William Lyons. The brand’s redesigned identity is characterized by bold design and versatile thinking, giving life to a “fearless creativity” that captures attention.
Key Elements of the New Identity
The redesigned wordmark embodies modernism and innovation, featuring geometric letters with evenly rounded lines that harmonize with each other. This unique style conveys a sense of sophistication and modernity.
The brand introduces a new emblem called Leaper, composed of two ‘J’s (one straight and one upside-down) placed within a circle. According to the company, this symbol represents the idea of leaping forward and embodies the perfection found in Jaguar cars. Depending on the context, the emblem will be adapted for various applications, including as an adornment or quality seal on vehicles.
The updated color palette is made up of “exuberant colors”, dominated by a shade of pink, that reflect the brand’s values and artistic connections. These visual elements aim to give the Jaguar identity a “dramatic, authentic, and unexpected expression” in the spirit of “exuberant modernism.”
Another distinctive feature is the “Strikethrough,” a pattern of horizontal lines that provides a “distinguished presence” and an instantly recognizable aesthetic. It is also intended to prevent copying and reinforce the brand’s uniqueness.
A Fashion-Inspired Rebranding
Jaguar’s previous significant rebrand occurred in 2012, with the introduction of a chromed logo. The current transformation marks a dramatic shift, with the new wordmark reflecting a fashion-inspired aesthetic through geometric letters of uniform stroke width. Unlike most fashion logos, however, Jaguar’s lettering combines upper and lower case letters, making it unique within the automotive industry as well.
Some images published by the company show an inverted depiction of the Jaguar logo. The frequency of its use remains uncertain as the new design has not been fully implemented yet.
The first physical presentation of the “Exuberant Look” is set to take place during the Art Week in Miami, Florida. According to the company, “Jaguar will demonstrate its commitment to artistic self-expression in all its forms.”
Jaguar is evolving from a car brand into a fashion and lifestyle brand aimed at wealthy clientele. Design, art, and fashion merge to create an expressive, colorful, and exuberant aesthetic. This aesthetic radiates extravagance, glamour, and nobility, marking a bold departure from the brand’s previous image. It represents a shift in boundaries and a new beginning for Jaguar.
