Today begins a new era of imaging for Jaguar. The completely reimagined brand captures the ethos of “Copy Nothing,” a philosophy rooted in the vision of its founder, Sir William Lyons.
The transformation of Jaguar is defined by Exuberant Modernism, a creative philosophy that inspires every aspect of the brand. This approach embraces daring designs, original thinking, and fearless creativity, ensuring Jaguar stands apart with a commanding presence.
Honoring a Legacy of Originality
Jaguar’s foundation has always been built on originality. Sir William Lyons famously declared, *“A Jaguar should be a copy of nothing.”* This guiding principle informs the brand’s vision today, as Jaguar reclaims its place as a pioneer of imaginative, bold, and artistic innovation.
The new Jaguar is a celebration of its heritage, reinterpreted for a modern audience. By embracing its core values, Jaguar is creating a brand for the future—one that enhances the lives of its clients and strengthens the Jaguar community.
Gerry McGovern OBE, Chief Creative Officer, says, ““This is a reimagining that returns Jaguar to the values that made it so beloved while making it relevant for today’s world. We are creating Jaguar for the future, restoring its status as a brand of originality and excellence.”
A New Identity: Symbols of Change
The rebirth of Jaguar begins today with a striking new brand identity, defined by a dramatic visual language. Four key elements symbolize the transformation, each reflecting Jaguar’s values and providing a glimpse of what’s ahead:
1. Device Mark
Jaguar’s new signature combines geometric form, symmetry, and simplicity, blending uppercase and lowercase characters in a harmonious, modern design.
2. Strikethrough
This bold linear graphic delivers an unmistakable visual impact, cutting through imitation and mediocrity to emphasize Jaguar’s fearless originality.
3. Exuberant Colors
The vibrant use of color—rooted in primary tones of yellow, red, and blue—reflects the brand’s connection to art. These colors are always presented with texture and movement to convey energy and creativity.
4. Maker’s Marks
The reimagined Jaguar “leaper” symbolizes excellence and the brand’s forward momentum. Paired with a monogram, it serves as a signature of completed works and a hallmark of Jaguar’s craftsmanship.
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Copy Nothing: A Bold Statement at Miami Art Week
On December 2, 2024, at 8:00 PM EST, Jaguar will unveil *“Copy Nothing”* at Miami Art Week. This global public installation will showcase Jaguar’s Exuberant Modernism through a Design Vision Concept—a bold and unexpected expression of its fearless philosophy.
Jaguar’s Miami presence will champion artistic expression, featuring gallery spaces that highlight groundbreaking emerging artists who share its ethos of originality.
Rawdon Glover, Managing Director of Jaguar, explains:
“To revive a globally renowned brand, we had to be fearless. Jaguar has always thrived when challenging convention. This transformation is a complete reset, reclaiming Jaguar’s originality and inspiring a new generation. I’m thrilled for the world to finally see the new Jaguar.”
However the Internet doesn’t understand the video in which a vehicle never appears: