To replace its well-known big cat face emblem, Jaguar has introduced what it calls the “Device Mark,” an alpha emblem with the spelling ‘JaGUar’.Jaguar, the British automaker owned by Tata Motors, has revealed a new brand identity in anticipation of launching an electric GT car concept on December 2, 2024. The brand's refresh includes new logos, a redesigned emblem, and a new color palette. The company will debut its concept car at Miami Art Week in the US.
'Device Mark'
To replace its well-known big cat face emblem, Jaguar has introduced what it calls the “Device Mark,” an alpha emblem with the spelling ‘JaGUar’. Two additional emblems were revealed: the “Strikethrough,” featuring two Js in a Yin Yang-like arrangement, and the “Makers Mark,” which depicts a leaping jaguar on horizontal slats.
Jaguar's Chief Creative Officer, Professor Gerry McGovern OBE, explained the motivation behind the rebranding, stating that the company's founder, Sir William Lyons, believed a Jaguar should be entirely original. McGovern emphasised that the new Jaguar brand embodies "Exuberant Modernism," characterised by imagination, boldness, artistry, uniqueness, and fearlessness.
New color palette
Jaguar also unveiled its “Exuberant Colors,” a new color palette featuring shades of yellow, red, and blue. These colors, according to McGovern, represent a return to the brand's core values while appealing to a contemporary audience.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless,” added McGovern.
McGovern further elaborated on the rebranding strategy, stating that the company aims to recapture the essence of Jaguar and restore its status as a brand that enhances the lives of both its clientele and the broader Jaguar community.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” he added.
The concept car, which has been spotted testing online, marks the first product to launch under Jaguar's revamped brand identity.
