British premium car manufacturer Jaguar has announced a «new era» for the brand with the transition to electric production and introduced a new font, logo and monogram.
The «Jaguar» wordmark now uses a combination of uppercase and lowercase letters in gold, while the famous «jumper» logo, a cat on a 16-striped background, has become more two-dimensional and looks to the right instead of to the left as before.
The jaguar monogram that has appeared on the grilles of Jaguar cars for the past two decades has been replaced by a new circular icon with a combination of the letters «j» and «r» arranged in a circle.
At the same time, it was the video of the rebranding presentation that attracted the most attention, which did not show a single car and rather resembled a fashion advertisement with sad models in brightly colored outfits (website cardealermagazine compared the video to a hallucinogenic science fiction movie).
«Are you sure you’re selling cars?», — Elon Musk asked under the Jaguar video on Twitter.
On the other hand, Jaguar believes that the rebranding was successful, calling it «a powerful celebration of modernism».
«It’s a reimagining that recaptures the essence of Jaguar, bringing it back to the values that once made the brand beloved and will make it relevant to today’s audience,» wrote Jaguar Land Rover Chief Creative Officer Gerry McGovern.
McGovern also assured reporters that the «team did not sniff any of»’s white stuff while developing the new brand design.
Jaguar’s visual updates will debut on the upcoming concept and will extend to a trio of all-electric production vehicles that the company has promised to launch by 2030.