British luxury automaker Jaguar unveiled its new logo in a pop art-inspired rebrand video on Tuesday. The company, founded 102 years ago, is transitioning into a “new era” with its upcoming all-electric vehicle lineup. “A new era begins today for Jaguar.
A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons,” the company said in a press release. Jaguar changes its iconic logo. But why? In an effort to reinvent itself as an electric vehicle maker, Jaguar underwent a glossy yet rather confusing rebrand that features a group of multiracial models in colourful techno-inspired clothing.
While the company is known for its luxury vehicles, oddly enough, its rebrand featured no cars. Ditching its previous all-caps logo, Jaguar is now stylised as JaGUar. The company's new logo consists of gold custom-font letters that spell out Jaguar in lowercase, except for the G and U.
“It is a powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony,” the automaker, now EV maker said of its new logo. In addition to its name, the company has also revamped its pouncing cat logo, known as the leaper, which is Jaguar's “precious mark of provenance.” “Always leaping forward, it is a representation of excellence and hallmark of the brand,” the company said of its r.
