Jaguar’s bold new logo won’t please everyone

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Sypnosis

Jaguar shakes its identity with a striking new logo and wordmark, embracing “exuberant modernism.” The brand is “not afraid to polarise,” challenging conventions in the luxury car space.

Key takeaways

• Bold reimagining: Jaguar’s new look departs from tradition with a modernist wordmark and a refined circular monogram.
• Polarising strategy: The brand welcomes diverse opinions, claiming it thrives on challenging conventions.
• Creative philosophy: Defined by “Exuberant Modernism,” Jaguar aims to fearlessly erase the ordinary and innovate.
• Classic leaper stays: While it remains on cars, it now features a fresh ‘strikethrough’ design element.

A striking new identity

Jaguar unveiled its revamped logo, wordmark, and typeface, calling the new look “exuberant, modernist, and compelling.” The wordmark blends upper and lowercase letters in a geometric, minimal design reminiscent of Dune’s movie typography.

Challenging conventions

The rebrand embraces the mantra “Copy Nothing,” inspired by founder Sir William Lyons. Managing Director Rawdon Glover asserts that Jaguar performs best when breaking norms, signaling that this new chapter aims to redefine luxury design.

The details behind the design

Wordmark:

Jaguar’s slim, curved letters represent modernism, combining symmetry and simplicity while offering “unexpected visual harmony.”

Monogram:

A new circular ‘JR’ monogram serves as a seal of completion, described as “a code for expression” and positioned as a signature design flourish.

Classic elements evolve:

While the beloved leaper remains on vehicles, it incorporates Jaguar’s new ‘strikethrough’ graphic for a fresh yet familiar twist.

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What’s Next?

Jaguar’s new ethos, “Exuberant Modernism,” centers on fearless creativity and bold originality. The brand’s goal? To command attention by deleting the ordinary and celebrating the unexpected.

Jaguar hints that the revamped visual identity offers clues about its future direction. While flat and minimal design dominates this phase, the cars themselves will continue to proudly display the iconic leaper—ensuring a nod to tradition within a bold new framework.

Source: Creative Bloq