Car giant Jaguar has unveiled a new logo and a rebranded range of electric cars alongside marketing slogans such as “delete ordinary”, “live vivid” and “copy nothing”.
The new logo features the British vehicle maker’s name written as JaGUar – a “seamlessly blended upper and lower case characters in visual harmony”, according to a press release from the company.
A new prancing “leaper” cat design embossed on brass is set over bold lines in the rebrand, which it calls Strikethrough.
Jaguar took new cars off sale more than a year ago ahead of the revamp, which it said would act as a “fire break” as it moves towards becoming a fully electric luxury brand.
A new concept car, showcasing Jaguar’s new look, will be unveiled at Miami Art Week on 3 December.
Jaguar managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new-look Jaguars.
He said: “We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Gerry McGovern, chief creative officer for parent firm Jaguar Land Rover, part of Tata Group, said: “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.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
The relaunch also features a JR monogram.
Earlier this year, Jaguar Land Rover posted its biggest profit since 2015 after a record year of sales. It recorded profits of £2.2bn for the full year to the end of March.
It is forecasting growth in 2025 and has a long-term vision of reaching annual revenues of £38bn.
