Some people say don’t try to fix something that isn’t broken. Jaguar are trying to push the narrative they are moving with the times. From a designers pov, there are a lot of flaws with their new branding. It’s almost like its been rushed through. A few more stages of the branding process and they would have had something special.

The new branding aims to reposition the make, whose future vehicles will be 100% electric and around twice as expensive as current models.

“We think there will be a lot of new customers,” said Jaguar MD Rawdon Glover – predicting that a massive 80% to 90% of the upcoming models’ audience will be first-time Jaguar buyers.

He describes these customers as independently minded, younger, wealthier, urban, and not wanting something run-of-the-mill.

The company describes the relaunched brand characteristics as “exuberant Modernism.”

“It’s about this timelessness that’s seen as contemporary, but has a newness and familiarity to it,” said brand design director Richard Stevens. He joined 18 months ago from MAP Project Office. Here, he heads up JLR’s 800-strong design operation.

Stevens’ role was to transform the name into a brand, and move into the world of experiences. The brief included creating a device mark (logo), strikethrough, colour palette and two maker’s marks.

Full Article https://www.designweek.co.uk/jaguar-attempts-to-pounce-on-the-future-with-major-rebrand/