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Every brand intends to project itself in its target market as a unique product or service that stands out from its competitors. All the branding and rebranding exercises aim to make a lasting impression and give a new identity to a business. The British car maker Jaguar has unveiled its new logo to mark its advent into electric car manufacturing. The company recently launched a new branding campaign on November 19, ahead of its 90th anniversary. A new Jaguar logo was also introduced to mark the company’s ambitions of launching new electric vehicles in 2026.
Jaguar is known as a leading global luxury sports car manufacturer. The company has recreated its logo in its fresh attempt to rebrand its cars. The new Jaguar logo is entirely different from the previous one.
The previous Jaguar logo was a leaping leopard that symbolized the company’s domination in the market. The old leopard logo has been discarded and replaced with only the company’s brand name. It is a wordmark only.
However, the company follows its ethos of ‘Copy Nothing’ when creating its new wordmark. This wordmark looks different and unique from many other luxury car manufacturers’ logos and stands out as a logo design that’s minimal.
A new Jaguar logo for the electric age
Jaguar is a brand known for its luxury sports cars, besides luxury sedans. In recent years, Jaguar has transformed its car-making process in different countries. While in the US, it has switched to making the F-Pace SUV, it does not sell cars in the UK anymore. This is because Jaguar aims at projecting its image as the leading electric vehicle maker. The company’s first electric vehicle will likely launch in 2026.
So, the company has updated its logo with new features. Now the new logo is a wordmark with gold-colored letters. A custom font makes the logo impressive. However, a key feature of the logo is that it blends uppercase and lowercase letters to give it a distinct character. The logo, thus, can create, according to the company, a ‘visual harmony.’
It is all about ‘reimaging’
The company has said that the branding campaign aims to reimagine and recapture the essence of the Jaguar brand.
According to Professor Gerry McGovern OBE, chief creative officer, “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.” He says, “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.” (Source: Jaguar Media)
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Key features of the new Jaguar logo
The new Jaguar logo is a fresh design, a wordmark. Here are its silent features.
Gold-colored letters
The new logo has the company’s name in gold-colored letters. Gold color gives the letters a luxurious appearance, indicating the high-end cars that the company makes. The color palette also hints at the unmatched quality of electric vehicles that the brand will launch in 2026.
But it is not a simple wordmark. The company created the letters ‘G’ and ‘U’ of Jaguar in uppercase, while the rest are in lowercase. But such letters arrangement, according to the company, is for a reason. The company said the uppercase G and U represent a ‘powerful celebration of modernism.’ These letters balance ‘‘geometric form, symmetry, and simplicity.’
Blending uppercase and lowercase letters to form the brand name also helps create a visually harmonious design, according to the company. The letters have smooth and rounded edges.
New color palette
The new branding also uses a new color palette. It helps the company make a bold statement. The branding campaign uses primary colors red, yellow, and blue. This color scheme is also for projecting a distinguished luxury brand.
It conveys that the brand is unapologetic, loud, and bold. That also sets people up for what will come from the company in the next few months.
Two ‘J’ letterforms
Another feature of the new logo redesign campaign is a monogram. The monogram has two ‘J’ letterforms. But these J letters are placed up and downward and blended to make the round form.
During Miami Art Week, the company will reveal the new design concept in December of this year.
According to the company, this fresh monogram is described as a “code for expression and a signifier of a completed work.”
New branding campaign
The company came up with a new branding campaign recently. It is all centered on giving the brand an entirely new identity. The video launched by the company shows some models with colorful clothes. The campaign video also has a slogans such as ‘create exuberant,’ ‘live vivid,’ ‘delete ordinary,’ and ‘break moulds.’
The ‘Copy Nothing’ campaign
The new branding campaign says ‘Copy Nothing,’ emphasizing its promise to develop its electric vehicle style. By this slogan, the company focuses on its commitment to originality. It also gets inspiration from the company founder Sir William Lyons, – “A Jaguar should be a copy of nothing.”
People also criticize the ‘exuberant modernism’ phrase used in the campaign. They say that neither the graphic design nor the typography used for the logo is modernist. Although the word mark is simple, its function is not clear. The language of the slogans is old, giving the campaign a mystifying impression.
The lifestyle imagery created in the branding campaign video looks more mystifying than real. This is because the clothing style of the models is not contemporary in the video and looks like they are from a bygone era.
Many did not receive the campaign well
Jaguar’s branding campaign with models wearing colored clothes did not go well with many people, including celebrities. They criticized it for not being about cars and more about clothes.
Many people have criticized the branding campaign for looking outdated due to the old-fashioned lifestyle clothing used. Some people said that the campaign has nothing to do with the car. The only hint of the campaign being for a car is given at the end of the video when a vehicle passes, and viewers see ‘JaGUar’ on screen.
Jaguar’s response to the branding criticism
Elon Musk took a witty dig at the campaign on the X, asking ‘“Do you sell cars?” To which, Jaguar replied, “Yes. We’d love to show you. Join us for a cuppa in Miami on December 2nd?. Warmest regards, Jaguar.”
The company MD Rawdon says about the campaign, “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.”
The design community has debated the Jaguar branding campaign on Twitter X. Many thought the company has diverted from its loyal customer base. Others questioned the campaign’s clothes-based approach and asked, “Where’s the car?”
Jaguar says the new look is more addressed to the younger generations.
The Jaguar logo is the company’s newly launched effort to rebrand its car business. The rebranding campaign’s success will be evaluated later based on the marketing results or goals met.
If you are also looking to reimagine your brand for the new set of consumers, then ensure that you refresh your logo. To get your logo work done professionally, you can visit Designhill, the leading graphic design marketplace. Launch your logo design contest or work with a dedicated logo designer on this platform to get a customized logo for your brand at your terms.
Wrapping Up
Jaguar, the British luxury car maker, launched its rebranding campaign a few days back. It came up with a new logo, a wordmark that replaces its classic jumping-leopard logo. The wordmark represents the company’s new aspiration and targets younger consumers.