Today marks the beginning of a new era for Jaguar. The British brand, in anticipation of the debut of a new concept car that will anticipate the brand’s future, has been completely transformed and takes up the ‘Copy Nothing’ ethos, a fundamental principle of its founder, Sir William Lyons. ‘Jaguar is rooted in originality. Sir William Lyons, our founder, believed that ‘A Jaguar must be a copy nothing. Our current vision for Jaguar is shaped by this philosophy. Jaguar is a renewed brand that has been built around the concept of Exuberant Modernism. It is ingenious, bold and artistically sound in every aspect. It is unique and fearless,’ said Gerry McGovern, Chief Creative Officer of the Jaguar Land Rover Group.
Jaguar’s new brand identity goes through a few key points. Identity: The new brand lettering is a powerful celebration of modernism through geometric shapes, symmetry and simplicity, showing something unexpected by seamlessly blending upper and lower case characters in visual harmony. Impact: This bold linear graphic generates an unmistakable presence and instantly recognisable image for Jaguar, making an impact through emulation and the ordinary. Exuberant colours: this is a cornerstone of the new brand identity, embedded in its values and association with art. Primary colours such as yellow, red and blue,
