When Jaguar Land Rover, now officially known as JLR, introduced the “House of Brands” concept last year, it raised some eyebrows particularly on their plans to re-organize themselves into four brands. As Jaguar finds itself in the middle of a radical transformation, the iconic British luxury brand has been reimagined with “Exuberant Modernism.”
“Exuberant” and “Modern” are probably the words you least associate with Jaguar, but the carmaker says it’s all about offering “bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”
On the other hand, the new branding seems to have been conceptualized by millennials, not realizing the rich and storied history that the 90-year-old Jaguar brand has. Then again, maybe that is exactly what Jaguar wants to do: attract newer, less stodgier buyers.
The first product to take on this philosophy to heart will be the upcoming Design Vision Concept which will be unveiled to the world on December 2. However, before that, Jaguar showed its new “Device Mark”—its signature if you will. The geometric font (see lead photo), combining both upper and lower case characters, is supposed to evoke symmetry, visual harmony, and simplicity.
Together with the new typeface, Jaguar will integrate a “Strike Through”—a series of 16 horizontal bars which will become a background of sorts. The brand will also use primary colors—yellow, red, and blue—in its communication.
The trademark Jaguar “leaper” will not disappear (thankfully). However, this “Markers Mark” has been redesigned, though some have criticized it as looking like counterfeit Puma sportswar. A second monogram that combines the letters, “J” and “R” in a circular surround will serve as a monogram to signify a flourishing or finishing touch.
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