What's all this about?

Having recently confirmed that it will phase out production and sales of its current model line-up, Jaguar has teased the first details of how it intends to reinvent itself for the future, starting with a new look for the brand.

How is that going to work out?

It will start with a new-look brand logo or, if you're in the business of reshaping brands, a new 'Device Mark'. In other words, the Jaguar word now gets a very different style from what we've been used to previously. It uses a specially designed font that will see use across all brand communications going forward, and then it's a mixture of upper- and lower-case letters, mainly to create a symmetrical-looking name.

We suspect that in communications, at least, there will be what Jaguar refers to as a 'strikethrough' graphic consisting of horizontal lines, similar to a barcode in some ways. The famous Jaguar leaper has also been redesigned, and it now leaps forward in the opposite direction than it has traditionally done.

What is management saying?

In describing how those behind the reinvention of Jaguar got their inspiration, the company's chief creative officer, Professor Gerry McGovern OBE, said: "Jaguar has its roots in originality. Sir William Lyons, our founder, believed that 'a Jaguar should be a copy of nothing'. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around 'Exuberant Modernism'. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

"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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."

Rawdon Glover, Jaguar's managing director, said: "To bring back such a globally renowned brand, we had to be fearless. Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months. 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."

What happens next?

This announcement is just a teaser for what's coming next. Jaguar will debut a design concept at Miami Art Week on 2 December as part of a broader installation called Copy Nothing. This concept may not preview a specific production vehicle, but it will give us an idea of what to expect future Jaguar models to look like.

Last week, the first images of a prototype test vehicle were released, as it began development on public roads. Despite wearing heavy camouflage, it is clear that it is a four-door fastback GT with a long bonnet and short rear overhang, quite different from any silhouette we've seen from Jaguar in recent memory.

Dave Humphreys - 19 Nov 2024