Jaguar undergoes rebranding, new identity defined by ‘Exuberant Modernism’

MANILA: Jaguar now has a new brand identity that ushers a new era for the European automaker.

Built around Exuberant Modernism,” the transformation fortifies all aspects of the new Jaguar brand world — embracing “bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”

In a statement, Chief Creative Officer Professor Gerry McGovern OBE said that the rebranding is still anchored on the vision of company founder William Lyons 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,” he said.

“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,” the executive added.

Symbols of change

Jaguar recently unveiled its new identity on four symbols of change, which reflects its brand values and provides cues for what would be seen in the future.

Serving as Jaguar’s signature, its new device mark depicts the unexpected by seamlessly blending upper and lowercase characters in visual harmony.

Per Jaguar, the bold linear graphic “generates an unmistakable presence and an immediately recognizable visual for Jaguar, striking through imitation and the ordinary.”

Aside from that, the exuberant use of colors is embedded in its values and its association with art. Primary colors, born from the painter’s palette – yellow, red and blue – are the tonal building blocks, always presented with texture or movement.

Meanwhile, the maker’s mark is made up of the reimagined Jaguar "leaper" that represents excellence.

“The monogram is a code for expression and a signifier of a completed work. It is used as a flourish or finishing touch,” the company shared.

Copy Nothing

Next month, at Miami Art Week, Jaguar will present “Copy Nothing”, the first global public installation for its new brand that will include the physical manifestation of its Exuberant Modernism creative philosophy, in a Design Vision Concept.

Jaguar’s presence in Miami will establish its advocacy for artistic expression, in all its forms. Through a series of meticulously curated gallery spaces over two locations, Jaguar will share its platform with new and ground-breaking emerging artists who share its ethos of Copy Nothing.

“To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months.

This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.” Jaguar Managing Director Rawdon Glover shared.

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