Jaguar’s new logo design indicates a great shift in its future plans

Written By:Anne Carton

19 November 2024

To mark its 90th anniversary, the luxury car manufacturer Jaguar introduced a new brand identity with a new logo design.

As part of this brand overhaul, the company dropped its well-recognized Jaguar head badge. The new branding aims at the company’s ambition to produce 100% electric vehicles in the future with expensive models.

The company considers that there will be a big base of new customers. It is estimated that 80% to 90% will be the first-time buyers of upcoming Jaguar models. Undoubtedly, these customer base will be young, urban, and independent. So, the new brand identity revolves around cheerful modernism.

According to brand design director Richard Stevens, “It’s about this timelessness that’s seen as contemporary but has a newness and familiarity to it.” Though he joined eighteen months ago, he oversees JLR’s 800-strong design operation. He was tasked with changing the business name into a brand identity while innovating experiences. The company’s design brief included the creation of a logo, two maker’s marks, and a striking color palette.

To create a logo, the team removed the boxy uppercase logo design and introduced a minimal font-based design. The name appears in lowercase. Upon looking closely, it seems like the “G, r, and j” mirror each-other.

The strikethrough appears in linear stripes that denote universal graphics that transcend languages.

The color palette has three primary colors: red, yellow, and blue.

A monogram has also been created to reflect the brand. The monogram incudes the letter “j” and “r”.

The new brand identity became a thing of mockery for some and attracted backlash. However, the brand sidelines all these to move ahead and open its first store in Paris to introduce the new all-electric Jaguar models.