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Jaguar, the iconic British automaker known for its luxury and performance vehicles, is embracing a bold new chapter. Founded in 1935 by Sir William Lyons, the brand has always stood for uniqueness, contained in the philosophy, “A Jaguar should be a copy of nothing.” As it prepares to transition into an all-electric vehicle manufacturer by 2026, Jaguar has introduced a refreshed brand identity to reflect its modern ambitions.
when you order your new logo on Fiverr: #Jaguar pic.twitter.com/FXknEyyeqy
— stekkerauto 🚗⚡️ (@stekkerauto) November 19, 2024
At the heart of this transformation is a new philosophy called “Exuberant Modernism." This approach signifies Jaguar's design and market focus shift, combining elegance with cutting-edge innovation. As part of this evolution, the company has unveiled new logos and graphics that will cover its upcoming electric models.
Jaguar’s new brand identity consists of four key elements. The first is the Device Mark, a redesigned logo featuring a unique font. This font blends symmetry, simplicity, and geometry, using uppercase and lowercase letters to create a striking visual identity.
What does everyone think about Jaguar’s new branding?
— mdtlion (@mdtlion) November 20, 2024
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The second element called the strikethrough, introduces a series of horizontal lines within a rectangular border. This graphic code also appears in the updated “Leaper” logo, which modernizes Jaguar’s iconic pouncing mascot. The new leaper design is sharper and more angular, reflecting the brand’s forward-thinking ethos.
The third update involves the replacement of Jaguar’s traditional grille logo, which featured a jaguar’s face. In its place is a new circular emblem inspired by an innovative typeface. This emblem includes the letters "J" and "r" connected in brass tones within a rounded border.
1935-1945 Jaguar Logo would have gone triple platinum instead of this shit new design. pic.twitter.com/XhXJa3wrnL
— Peter🐺 (@wolfboyforest) November 20, 2024
Lastly, Jaguar has introduced a vibrant new color scheme, featuring bold primary shades of red, blue, and yellow, symbolizing energy, creativity, and modernity.
These updates mark a significant departure from Jaguar’s past while staying true to its heritage of innovation and sophistication. As the company redefines itself for a sustainable future, it continues to honor Sir William Lyons’ vision of creating vehicles that are truly one of a kind. Jaguar’s transformation is not just about cars; it’s about evolving into a brand that leads the way in design, technology, and sustainability for generations to come.
