Jaguar unveils a radical brand transformation.
Jaguar has been globally celebrated for its legacy of British luxury cars with elegant style, exciting driving character, and luxurious creature comforts for decades. Its models are some of the most iconic in their respective classes, like the XJ in luxury sedans, the F-Type in the performance car realm, and the F-PACE SVR among high-performance Super SUVs. However, Jaguar is opening a new chapter and delivering on its promise of transforming into an electric luxury car manufacturer, as it has unveiled a shocking revamp to its brand.
A colorful new campaign has debuted, showing off Jaguar’s new look, feel, and identity. It’s based on the ethos of Jaguar’s founder, Sir William Lyons, which is to “copy nothing.” The defining principle of Jaguar’s new brand identity, which includes a new logo, a new monogram, and a reimagined Jaguar “leaper,” is “exuberant modernism.”
As such, the campaign showing off the transformed Jaguar is full of neon colors and avant-garde fashion, advocating for originality and artistic expression. The campaign features four messages: “delete ordinary,” “break molds,” “create exuberant,” and “live vivid.” Eyes will surely be on Jaguar’s next move after this radical revision of its brand identity. That next move will happen at Miami Art Week on December 2, where Jaguar will debut its new Design Vision Concept, previewing the unprecedented future of the historic British luxury manufacturer.
