As the firm ushers in a new age with the “Copy Nothing” philosophy, Jaguar’s branding attracts attention.
People are taking a closer look at Jaguar Land Rover’s new branding after it was revealed. The luxury car manufacturer posted a video on Tuesday on X, formerly Twitter, along with the straightforward caption, “Copy nothing.” Throughout the video, eight models in a variety of bright hues emerge out of the elevator.
Elon Musk, the CEO of Tesla and the owner of X, was among the many social media users who shared their confusion about X after seeing the 30-second film.
According to the corporation, the new Jaguar emblem exhibits a “unique character.”
With a brand-new identity that emphasizes its own character through a striking new visual language, the reinvented Jaguar starts its presentation today.
Jaguar intends to maintain its iconic animal as it embarks on this new phase, even though the company’s name logo will appear significantly different.
With its “Copy Nothing” philosophy, Jaguar ushers in a new age.
The company’s rebranding was an homage to its founder, Jaguar continues. The origins of the Jaguar lie in uniqueness. Our founder, Sir William Lyons, had the opinion that “A Jaguar should be a copy of nothing.” This concept guides our current vision for Jaguar. Exuberant Modernism is the foundation of the New Jaguar brand. At every touchpoint, it is creative, audacious, and artistic. It’s bold and different.
The Initial Phase of the Rebirth of the Luxury Brand
As it is ready to relaunch as a premium, high-end EV brand that rivals Rolls-Royce and Bentley, Jaguar has unveiled new logos and graphic designs. At a press conference held at its headquarters in Gaydon, England, Jaguar unveiled its new appearance. Jaguar is going through a significant transformation.
The F-Pace SUV, which remains in production through 2025, is the only model left in the British automaker’s range. Jaguar’s next move is to relaunch with a new set of logos and a refocused design ethos. Meanwhile, a new electric car is being developed that will reinvent the automaker as a high-end luxury EV brand.
A Novel Look
The four main components of Jaguar’s new design are two logos, a typeface, a color scheme, and a graphic code known as “strikethrough.” With the word “Jaguar” written in a combination of capital and lowercase characters, the typeface—which Jaguar calls a “device mark”—looks clean and contemporary.
Interestingly, the “strikethrough” is also used in the recently unveiled “leaper” design, which is an extension of the jaguar mascot that used to leap forward as the hood ornament on vintage Jaguar vehicles. The pouncing cat is interpreted more sharply in the new “leaper” logo. The logo is based on the new typeface that features a “J” and a “r” arranged in a circle, as well as the two brass letters that are connected to the curved border.
Reevaluating the Experience of Brands
Jaguar explained the move upmarket by saying that although it was proud of the goods it had produced over the previous two decades, the choice to go with a mass-market premium strategy to compete with Mercedes and BMW resulted in cars that lacked enough uniqueness. According to Jaguar, most buyers make emotional decisions about cars based on design, brand, and experience rather than factors like powertrain.
As a result, Jaguar claims that it wishes to improve every facet of the brand, from the ownership experience to the buying procedure. Customers in the United States will have to finish the purchase in person; they will only be allowed to customize and start the procedure online.
It will still be two years until Jaguar’s new car reaches consumers, and many uncertainties remain about the company’s comeback, especially regarding the technological features of its new EVs. However, the new logos give a better idea of Jaguar’s redesigned design direction, which will be realized in a whole automobile in just two weeks, hinting at a new era of Jaguars.