Jaguar rebrand

Jaguar rebrand

Illustration Logo Design

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/