Forced to reinvent itself, has Jaguar lost its way with its new identity?
As they must adapt to a rapidly changing automobile market, many historic manufacturers seem to be in the midst of an identity crisis. Smart now only produces SUVs, the only model Subaru offers in Europe is a Toyota and Audi recently launched a new brand in China called… AUDI, in capital letters and without the four rings recalling the companies that formed the manufacturer.
As for Jaguar, which only offers stock models and relies on a conservative clientele fond of its brand image, the English manufacturer seems to want to radically change this. Thus, at the dawn of its transition to all-electric in 2026, Jaguar unveils its new brand identity.
Jaguar breaks the codes
*“The Jaguar brand, completely transformed, returns to the original Copy Nothing philosophy [ne rien copier, NDLR] of its founder Sir William Lyons”explains the manufacturer in a press release. And yet, the new logo chosen by the brand seems to abandon any form of identity. The Jaguar lettering is written with a very minimalist font and a broad approach, as many other firms have already chosen.
The brand's new monogram abandons the famous feline that made up its entire identity. Golden in color, it now includes two “Js”, but could also be the logo of a jewelry brand, a spa or even a graphics agency. The leaper, leaping towards the future, is certainly still visible on one of the few visuals published by Jaguar, but we do not yet know how it will appear on the brand's next vehicles.
This new identity, accompanied by a spot wanting to break the codes used in the automobile industry, was particularly poorly received on social networks. The enthusiasts do not seem to find themselves in “the new Jaguar” described by its Chief Creative Officer, Professor Gerry McGovern, as “a brand built around exuberant modernism. She is imaginative, daring and artistic in each of her expressions. She is unique and fearless”.
In any case, we can't wait to discover how these adjectives will translate into the brand's future electric models. To do this, you will have to wait until December 2, 2024, the date on which Jaguar will present the Design Vision Concept, while the first production models inspired by this new identity will appear from 2026.
