Jaguar, has made a big splash with a new logo and a whole new look. They’re going electric, and they’re ready to show the world. But is this a bold move or a risky leap?
Here’s what’s new:
New wordmark: Jaguar’s new wordmark is a mix of upper and lowercase letters, called “visual harmony.”
Iconic Leaper logo: The classic “leaper” logo is back, but it’s been reimagined.
Circular monogram: A new circular monogram, “JR,” is also part of the new identity. Looks a bit like a Gucci version.
Vibrant Colors: Jaguar’s new colour palette is bold and bright.
Marketing materials: Showing futuristic models and alien landscapes, which represent a philosophy called “Exuberant Modernism.”
This rebrand is part of Jaguar’s plan to become a 100% electric luxury car brand by 2026. They’re saying that their new cars will be twice as expensive as their old ones. Jaguar’s leadership says this is a “reset,” where they’re leaving their old self behind and embracing a bold and fearless future.
As a graphic designer, I always say that consistency is key when it comes to branding. A brand’s identity is more than just a logo, it’s a visual and emotional connection to its history and audience. While change is important to keep a brand fresh, the best rebrands find a way to honour the past while embracing the future and keeping it relevant.
Jaguar’s decision to ditch its classic growler logo and totally change its wordmark is a big, bold move rather than a gradual evolution. The history of Jaguar, known for its sleek and speedy sports cars, is barely there in the new look. Compare this to other luxury brands like Rolls-Royce or Burberry, which have recently brought back old logos to connect with their roots while still looking modern.
Why heritage matters in rebranding
A brand like Jaguar, with almost 90 years of history under its belt, has so many design ideas that could have been modernised without losing their core feel. The growler emblem and the classic leaper are iconic symbols of Jaguar’s identity, by messing with these elements and introducing totally new looks, Jaguar might scare away its loyal customers and miss out on the goodwill they’ve built up. It’s like creating a new website and clearing all the SEO so you can’t be found.
The idea of “Copy Nothing,” which came from Jaguar’s founder, Sir William Lyons, could have been achieved by giving new life to old design elements in a modern way. Instead, Jaguar’s new look seems to start from scratch, creating a gap between the old and the new.
The risk of “Too bold”
The promo video for the rebrand has gotten some mixed reactions, with critics saying there are no cars in it and the whole campaign is confusing. Elon Musk’s comment, “Do you sell cars?,” sums up how many people feel. Marketing professor Charles Taylor says Jaguar could have used its reputation as a high-performance British carmaker to build excitement for its electric cars, instead of completely throwing away its past.
Evolution over revolution
Rebrands should be like bridges between a company’s past and future, making sure that while the brand changes, it stays the same and relevant. Jaguar’s new look is definitely bold, but in its quest to “be different,” it might have gone too far from the brand’s core identity.
As a designer, I think Jaguar’s rebrand shows that staying current doesn’t mean starting over. A small change, not a big one, can honour the brand’s history while making room for something new and exciting.
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