Jaguar has updated its image by a few hundred years with an avant-garde redesign and a completely new logo.
With a ‘Copy Nothing’ philosophy guiding the way, Jaguar aims to forge a stoic and original brand moving forward. All while honoring its rich history and British heritage.
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Driving a Jaguar is usually associated with executive and luxury impressions on a sporty driving experience, but this new design looks to inject a feeling of fearlessness into the brand.
The ‘Copy Nothing’ campaign embodies an identity that demands to standout given its individuality. This could mean that some colorful, but stoic Jags will be coming in the near future. Old soul drivers and traditionalists might be averse to this outspoken philosophy, but this new Jaguar is looking to the future.
The British brand calls its redesign, ‘Exuberant Modernism,’ with the goal of attracting today’s generation and the drivers of tomorrow, essentially getting younger people into new Jaguar cars.
Curved typography and sleek, linear labels tie the new brand together. It takes some cues from its almost 90-year history, but upon first glance, it does look like an entirely new brand. And the carmaker intended for that, with Jaguar managing director Rawdon Glover saying, “This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”
Jaguar will be unveiling more pieces of its new brand identity within the coming months. A new vehicle that could bear the Copy Nothing flag would be interesting to see too.
