Jaguar has unveiled its reimagined brand identity as the Tata Motors-owned brand transitions to becoming an EV-only brand by 2026. The manufacturer has revealed a fresh visual language, including four distinct symbols of change: the Device Mark, Artist Mark, Maker’s Mark, and Strikethrough. These new fonts, colours, and logo designs are aimed at reflecting Jaguar’s commitment to “Copy Nothing,” philosophy.
The rebranding also sets the stage for Jaguar’s upcoming all-electric four-door GT concept, which will debut during Miami Art Week on December 2, 2024. This concept vehicle previews the first EV in Jaguar’s next-generation lineup.
As part of the reveal, Jaguar’s new branding celebrates “Exuberant Modernism” with bold designs, vibrant colours, and a modernized version of the iconic leaping cat logo. The Device Mark features “Jaguar” in a curved font with mixed case lettering. The Artist Mark combines “j” and “r” inside a circle. Lastly, the Maker’s Mark features horizontal lines with the iconic leaping cat.
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However, the announcement wasn’t without its share of humour. Elon Musk, CEO of Tesla, took a cheeky swipe at Jaguar on X, asking, “Do you sell cars?”. With Jaguar all-set to become an EV-only brand, it will become a rival of Musk’s Tesla, known for its electric models.
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Jaguar’s brand campaign, shared with the tagline “Copy Nothing,” shifts focus to bold and vibrant visuals rather than showcasing its vehicles. When Elon Musk replied to the brand’s tweet, Jaguar humorously replied, “Yes. We’d love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.”
Meanwhile, the F-Pace SUV, Jaguar’s sole offering in its lineup, will continue to be available until the all-electric GT’s arrival in 2026, marking the beginning of a transformative chapter for the iconic brand.
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