Jaguar updates brand philosophy ahead of full transition to electric vehicles

Jaguar/ionity.ua

British automaker Jaguar has officially announced a full refresh of its brand, marking the beginning of the electric vehicle era.

The company's new identity is based on four key design elements that emphasize the brand's commitment to innovation and a return to its roots.

The presentation of the new logo and graphic elements will take place on December 3 at the show of the Jaguar Design Vision Concept concept car – a harbinger of a luxury electric sedan that will hit the market in 2025.

Jaguar plans to release three serial electric carsby the end of the decade. This plan is part of a global strategy to transform the company into an all-electric brand.

Four key elements of the new Jaguar design:

Jaguar's updated brand identity is based on four main visual elements:

1. Device Mark: a minimalist logo with a symmetrical font that reflects restraint and style.
2. Strikethrough: a horizontal graphic motif that is likely to become a recognizable element of future models.
3. Exuberant Colors: Vibrant color accents symbolizing Jaguar's connection to modern art.
4. Makers Marks: Traditional Jaguar emblem and new monogram mark containing the letters j and possibly r.

Jaguar

All of these features will be first used in the Jaguar Design Vision Concept, and will then be extended to future production electric vehicles.

Jaguar says the transformation is based on the philosophy of the brand's founder Sir William Lyons: “Jaguar should not be a copy of anything else”. The new design symbolizes a return to the brand's original values, but with a modern approach.

This reimagining takes Jaguar back to its roots, making the brand relevant to a modern audience. We are creating the Jaguar of the future, restoring its status as a brand that enriches the customer's life, – said Jaguar's chief creative officer, Professor Gerry McGovern.

To support the launch of the Jaguar Design Vision Concept, the company is organizing a series of exhibitions in Miami. The two locations will feature works by contemporary artists who share the brand's Copy Nothing philosophy.

Jaguar