Jaguar has revealed the first part of its reinvention as electric-only brand with cars designed compete head-on with Bentley instead of BMW. Overnight Jaguar revealed its new word mark and ‘leaper’ logo. The word mark – with all letters except ‘G’ in lower-case – features Modernist-style round curves and sharp edges, representing a decisive break with past.
This font will likely be used for showroom signage, advertising campaigns, and car branding. Know the news with the 7NEWS app: Download today There’s a new “maker’s mark” monogram featuring the company’s leaper as a silhouette against a field of horizontal lines, hinting the company will continue to use the long-standing logo to brand its vehicles. 100s of new car deals are available through CarExpert right now.
Get the experts on your side and score a great deal. Browse now . Jaguar also unveiled a new tag line, “Copy Nothing”, accompanied to short introductory video (below) that appeals more to a fashion show crowd than the pipe and slippers brigade that was once the brand’s core demographic.
Gerry McGovern, the company’s head of design, said in a media statement: “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’.” He went on to say the brand is being rebuilt around the idea of “Exuberant Modernism”.
The brand has slowly been discontinuing its current models. Only the F-Pace crossover remains in production, .