Jaguar, the iconic British automotive brand, has unveiled a radical new identity that promises to redefine its place in the modern world. Embracing its ethos to “Copy Nothing,” Jaguar has reimagined its brand with a philosophy rooted in originality, artistry, and fearless creativity. This marks the dawn of a bold new era for the company, one that challenges convention and celebrates the extraordinary.
A Brand Transformation Rooted in History
Jaguar’s founder, Sir William Lyons, once said, “A Jaguar should be a copy of nothing.” This guiding principle has become the cornerstone of the brand’s reinvention, as it seeks to reclaim its status as a trailblazer in design and innovation.
“This is a complete reset,” explains Jaguar’s Chief Creative Officer, Professor Gerry McGovern OBE. “Jaguar is transformed to reclaim its originality and inspire a new generation. We are creating a brand for the future, restoring its status as one that enriches the lives of our clients and the Jaguar community.”
Introducing Exuberant Modernism
At the heart of Jaguar’s transformation is a new creative philosophy called Exuberant Modernism. This approach infuses every aspect of the brand’s identity, from its visual language to its messaging. Bold, unexpected, and unapologetically artistic, the reimagined Jaguar is designed to command attention and spark emotion.
Jaguar’s new identity is embodied in four key symbols of change:
- Device Mark: A sleek geometric logo that harmoniously blends upper and lowercase characters.
- Strikethrough: A striking linear graphic symbolising a departure from imitation and the mundane.
- Exuberant Colours: Vibrant primary tones—yellow, red, and blue—reflecting the brand’s artistic roots.
- Makers Marks: Featuring the reimagined ‘leaper,’ this hallmark of excellence represents Jaguar’s fearless drive forward.
A Fearless Debut at Miami Art Week
Jaguar’s transformation will take centre stage at Miami Art Week on 2 December 2024, with the global reveal of its Design Vision Concept. Titled Copy Nothing, this immersive installation will physically manifest the brand’s creative philosophy, offering a glimpse into the bold direction Jaguar is headed.
In a move that aligns the brand with the art world, Jaguar will also collaborate with emerging artists who share its ethos. Through curated gallery spaces, the company aims to champion originality and advocate for artistic expression in all its forms.
A Campaign That Divides Opinion
While Jaguar’s rebrand has been hailed by some as a creative triumph, it hasn’t been without controversy. Its debut ad, described as more akin to high-fashion campaigns than traditional car advertising, features bold slogans such as “Delete the Ordinary” and “Copy Nothing” but notably omits any imagery of cars.
The avant-garde approach has drawn criticism from sceptics, including Elon Musk, who quipped on social media, “Do you sell cars?” Despite this, McGovern is unrepentant, asserting that Jaguar’s evolution is about building an emotional connection and pushing boundaries.
“Our staff haven’t been ‘sniffing the white stuff,’” McGovern joked, addressing the unconventional direction. “This is about being bold, imaginative, and setting Jaguar apart as a fearless brand of the future.”
Looking Forward
Jaguar’s transformation is not just about cars—it’s about creating an experience, a lifestyle, and a legacy. By combining cutting-edge design with a celebration of artistic expression, the brand is reclaiming its identity as a pioneer in originality.
As McGovern aptly summarises: “Jaguar inspires like no other. Since 1935, it has been at its best when looking forward. A copy of nothing. Now, a new era begins.”
With its sights set firmly on the future, Jaguar is poised to delete the ordinary and redefine what it means to be truly extraordinary.
Source: https://media.jaguar.com/en-gb
