The luxury automaker Jaguar proclaimed its “new era” by revealing its new logo and branding prior to its relaunch as an electric-only brand. In addition to a new prancing “leaper” cat design and marketing mantras like “delete ordinary,” “live vivid,” and “copy nothing,” the British automaker owned by Tata Motors unveiled a new custom logo on Tuesday, written as JaGUar.
The brand’s elegant English pronunciation, “Jag-you-are,” rather than the American “Jag-wahr,” was highlighted in the new design. The new identity, according to the corporation, “seamlessly blended upper and lower case characters in visual harmony.”
The 102-year-old luxury carmaker declared that it would switch to electric cars in 2021. After taking new automobiles off the market more than a year ago to concentrate on reinventing itself, the company is apparently planning to introduce three new electric vehicles by 2026.
In a press statement, Gerry McGovern, chief creative officer of Jaguar Land Rover, stated, “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.”
‘The Leaper’, a pouncing cat insignia that has been used on Jaguar vehicles for decades, is being replaced by the badge, according to a report by Car and Driver.
The rebranding was described as the “biggest step change” in Jaguar’s history by Rawdon Glover, managing director.
“Jaguar enters a new age. For the entire team, this is an extremely exciting moment. Reimagining such a well-known brand on a worldwide scale is truly a once-in-a-lifetime chance. He wrote on LinkedIn, “Today, Jaguar debuts its new brand identity, recapturing its attitude to “Copy Nothing” that can stem from the words of our founder, Sir William Lyons.
On December 2, the automobiles’ new branding will be unveiled at a Miami Art Week event.
“Watch out for the global unveiling of the first physical manifestation of our brand reinvention in Miami on December 2, where Jaguar will champion true originality, as a creator and advocate of artistic expression, in all its forms,” said Glover.
The responses to the rebranding on social media, however, have not been particularly encouraging. One online user commented on the Jaguar relaunch video on X, asking, “Where are the automobiles in this ad? Is this for style? In response, the brand said, “Consider this a statement of intent.”
