Car giant Jaguar has unveiled a new logo and a rebranded range of new electric cars alongside marketing slogans such as “delete ordinary”, “live vivid” and “copy nothing”.
The new logo features the British vehicle maker’s name written as JaGUar – a “seamlessly blended upper and lower case characters in visual harmony”, according to a press release from the company.
A new prancing “leaper” cat design embossed on brass is set over bold lines in the rebrand, which it calls Strikethrough.
Jaguar took new cars off sale more than a year ago ahead of the revamp, which it said would act as a “fire break” as it moves towards becoming a fully electric luxury brand.
A new concept car, showcasing Jaguar’s new look, will be unveiled at Miami Art Week on December 3.
Jaguar managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new-look Jaguars.
He said: “We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Gerry McGovern, chief creative officer for parent firm Jaguar Land Rover, part of Tata Group, 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.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
The relaunch also features a JR monogram.
Earlier this year, Jaguar Land Rover posted its biggest profit since 2015 after a record year of sales. It recorded profits of £2.2billion for the full year to the end of March.
It is forecasting growth in 2025, and has a long-term vision of reaching annual revenues of £38 billion.
