November 20th 2024.
As the world eagerly awaits Jaguar's next move, the iconic car brand has taken a bold step forward with a new logo and rebranded look. But as the new video advertisement leaves viewers questioning one thing - where are the cars? - it seems that Jaguar's transformation goes beyond just a new emblem.
In the ad, we see a group of people dressed in vibrant colors, set against a moon-like backdrop. However, to the dismay and confusion of many, there are no actual vehicles featured. This is because Jaguar made the decision to pause production of cars a year ago, in order to focus on reinventing the brand. The company plans to launch three new luxury electric vehicles in 2026 and has committed to no longer producing petrol or diesel cars.
The new logo, written as "JaGUar" with a mix of upper and lower case letters, has been described by the company as a harmonious blend of both. Along with the logo, a new design for the iconic leaping Jaguar has been unveiled, embossed on brass. The accompanying video features bold marketing slogans such as "delete ordinary", "break moulds", and "copy nothing". However, online reactions to the new logo have been less than positive, with many questioning the placement of capital letters in the middle of the word.
But it's not just the logo that has sparked conversation on social media. The absence of cars in the advertisement has raised eyebrows and led to comparisons with makeup or fashion commercials. Some have even gone as far as to juxtapose the video with a classic Benetton ad, questioning the "copy nothing" slogan. Jaguar's social media team has been busy responding to the backlash, teasing that "the story is unfolding" and "all will be revealed".
Despite the criticism, Jaguar remains committed to its new vision and will be showcasing a concept car that reflects its rebranded look on December 3 at Miami Art Week. Managing director Rawdon Glover explained that removing old cars from the market was a deliberate move to create a clear distinction between the old and the new. He also acknowledged the need to change people's perceptions of what Jaguar stands for.
Jaguar's chief creative officer Gerry McGovern added that the brand's founder, Sir William Lyons, believed in the philosophy of "a Jaguar should be a copy of nothing". With this in mind, Jaguar's new vision is one of "Exuberant Modernism" - imaginative, bold, and unique. The brand's new Strikethrough branding, 16 bold lines that will appear across marketing and products, as well as a JR monogram and an "exuberant color palette" featuring red, blue, and yellow, aim to bring this vision to life. So, while the absence of cars in the new video may have caused some confusion, Jaguar's transformation goes beyond just a new logo - it's a bold statement of a brand rediscovering its roots and looking towards the future with fearlessness and originality.
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