Jaguar has revealed a glimpse into its future as a luxury brand by unveiling a new logo, font and… non-car related advert.

The rebrand which has the world talking

The presentation has certainly ruffled a few feathers, including Tesla boss Elon Musk. However, the British brand isn’t abandoning car making and will launch a prototype at next month’s Miami Art Week. Jaguar, owned by Tata Motors, is then anticipated to launch three new electric vehicles in 2026, the first being a four-door GT built in Solihull.

Jaguar’s standing in the automotive industry has been a subject of much debate in recent years, with new car sales ceasing over a year ago in order for the rebranding process to be deliberated. Jaguar says the transformation is defined by “Exuberant Modernism” and will create a brand character that “will command attention through fearless creativity.”

The ‘Copy Nothing’ slogan is taken from founder Sir William Lyons who believed that a Jaguar should be a “copy of nothing”.

Professor Gerry McGovern, Chief Creative Officer of Jaguar, 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.”

Jaguar Font

Jaguar’s old (left) and new (right) font

The first of the rebranding changes, and part of Jaguar’s new ‘visual language’' is the font, which changes from bold capitalised to a more geometric mix of upper and lowercase letters. The font was developed in-house and has been done to create “symmetry and simplicity”. It also incorporates the ‘strikethrough’ design language which, to put it simply, are horizontal lines within a rectangular border.

Jaguar Leaper

The same strikethrough design language is seen on the new Jaguar leaper, or maker’s mark as the brand refers to it, which has been reimagined and placed among 16 horizontal lines and leaps at a more angular trajectory.

Monogram Change

The British brand has dispensed with the Jaguar's head, which has been a fixture for the last few decades. Now, Jaguar is opting for a more simplistic JR housed inside a circular badge. This has again been demonstrated using a brass colour, although Jaguar says an ‘exuberant’ use of colour will be the cornerstone of the brand’s new identity. Primary colours - yellow, red and blue - will be the ‘tonal building blocks”.

The Copy Nothing Video

Now to the video that has caused the biggest reaction among petrolheads, and has been used as a new subject in the ongoing culture wars of 2024. Showcasing models wearing orange, pink, yellow and red, the video has no sign of any cars, with the lines ‘create exuberant’, ‘live vivid’, ‘delete ordinary’ and ‘break moulds’ interspersed throughout.

Jaguar says, “We're here to delete ordinary. To go bold. To copy nothing.” Well, judging by the comments, the brand has certainly done that.

Rawdon Glover, Managing Director of Jaguar, said: “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.”

The future of the brand

Jaguar will look to do business differently in the future. A more luxury product means a reduced dealer network, with the brand instead looking to establish brand stores in city centres. The first of these will be in the Golden Triangle retail area of Paris.

For now, however, all eyes will be on Miami on December 2 as the iconic British brand launches the first glimpse of its new direction.

Have a read of what Journalist Alex Goy thought on the aftermath of the new branding reveal here: https://driven.site/words/jaguar-rebrand

words: Mike Booth
pictures: Jaguar