The British automotive icon that is Jaguar has lived many lives over the decades and is about to enter its all-electric future.
Under founder Sir William Lyons’ stewardship, Jaguar produced some of the most lauded production cars of all time. There was the XK120, a groundbreaking straight-six powered sports car, named as such because it could hit speeds of over 120mph – a stunning feat in 1948.
It has also been a hugely successful racing outfit, producing machines that have competed in all the major categories and, most recently, won the constructors championship in the Formula E season. Which, technically, should bode well for the marque's transition to its all-electric future.
Hence, the brand overhaul. Jaguar has been teasing an all-electric future for some time but in overhauling the on-road line-up, Jaguar Land Rover (JLR) also decided now is as good a time as any to completely start afresh with everything.
The changes are a complete reimagining of the very essence of what Jaguar is all about. It is, as Jaguar describes it, an “all-new brand identity”, and comes ahead of a concept car unveiling next month. The purpose and clear aim is to recapture some of that original Lyons magic, falling back in line with his original ethos that Jaguar is “a copy of nothing”.
We’ll have to wait and see how Jaguar’s new design language translates into four wheels. For now, the brand has revealed its new monogram logo, a sexy new font as well as a new - more dynamic - Leaper. There is also a new brand signature, a strikethrough, which is shown with the Leaper jumping through it. It’s a subtle, well-executed piece of minimal design that, in time, will be instantly associated with Jaguar, says GQ Magazine.
It's a much more modern and youthful design language the powers that be at Jaguar are confident will not only help the brand to succeed in an ever-changing luxury market, but also challenge everything it has done in the past. So watch this space, something big is clearly brewing.
‘Jaguar was always at its best when challenging convention,’ Jaguar MD, Rawdon Glover, told Car Magazine. ‘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.’
Photo credit: Jaguar/JLR