“A Jaguar should be a copy of nothing.”- Sir William Lyons

Jaguar’s bold rebrand

On November 19, Jaguar shocked the automotive world with a rebranding that erased decades of social media history and introduced a striking new visual identity. As a luxury marque nearing a century of heritage, such a dramatic shift was bound to create waves in the Jaguar cars enthusiast community. If art is meant to provoke or disturb, well done, Jaguar. The last time we saw this much grumbling was the XJ (and over again with each new version in the ‘70s, ‘80s, ‘90s, and 2009), Ford’s bankruptcy rescue in 1990 - see a pattern here? The new branding features a modernist aesthetic with abstract “painting” backgrounds reminiscent of artists like Russell Newman and Mark Rothko. The redesigned logo employs a continuous, circular font that’s a significant departure from Jaguar’s traditional…

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Jaguar Journal (Digital) - 1 Issue, January/February 2025

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