British luxurious automaker Jaguar unveiled its new brand in a pop art-inspired rebrand video on Tuesday. The firm, based 102 years in the past, is transitioning right into a “new period” with its upcoming all-electric automobile lineup. “A brand new period begins right now for Jaguar. A totally reworked Jaguar model recaptures an ethos to Copy Nothing that may hint its roots again to the phrases of its founder, Sir William Lyons,” the corporate mentioned in a press launch.
Jaguar adjustments its iconic brand. But why?
In an effort to reinvent itself as an electrical automobile maker, Jaguar underwent a shiny but relatively complicated rebrand that encompasses a group of multiracial fashions in vibrant techno-inspired clothes. While the corporate is thought for its luxurious autos, oddly sufficient, its rebrand featured no automobiles. Ditching its earlier all-caps brand, Jaguar is now stylised as JaGUar.
The firm’s new brand consists of gold custom-font letters that spell out Jaguar in lowercase, aside from the G and U. “It is a strong celebration of modernism – geometric type, symmetry and ease – demonstrating the surprising by seamlessly mixing higher and lowercase characters in visible concord,” the automaker, now EV maker mentioned of its new brand.
In addition to its title, the corporate has additionally revamped its pouncing cat brand, referred to as the leaper, which is Jaguar’s “treasured mark of provenance.” “Always leaping ahead, it’s a illustration of excellence and hallmark of the model,” the corporate mentioned of its redesigned cat brand within the launch.
Reflecting on Jaguar’s unusually artistic rebrand, Gerry McGovern, Jaguar Land Rover’s chief artistic officer, mentioned, “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that when made it so liked, however making it related for a recent viewers.” The firm’s first EV is deliberate to enter manufacturing in 2026.
Jaguar’s rebrand leaves netizens confused, Elon Musk asks ‘Do you promote automobiles?’
While the Jaguar’s rebrand was absolutely eye-catching, it left netizens confused by not incorporating any autos. “Do you promote automobiles?” tech billionaire Elon Musk wrote on X, to which, the corporate responded, “Yes. We’d love to point out you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.” Most of the feedback echoed related sentiments, with customers asking the plain – the place are your automobiles?
“I believed you guys made automobiles??,” wrote one person, whereas a second requested, “Where’s the automobile?” The firm replied with, “We do. All might be revealed,” and “The story is unfolding. Stay tuned,” respectively. As the third person quipped, “What the precise hell is that this,” Jaguar declared, “The future.”