Photo: Jaguar
The British automotive brand is ready to reinvent itself and 'copy nothing,' as per the ethos of founder Sir William Lyons – they want to become "unique and original" once again.
Introduced in late 1935, Jaguar Cars was originally founded as the Swallow Sidecar Company in 1922, which created motorcycle sidecars and then turned to bodies for passenger cars, and then they graduated to making complete vehicles in association with Standard Motor Company. Initially known as SS Cars, the company name was changed to Jaguar Cars in order to avoid confusion with Waffen-SS, the combat branch of the Nazi Party's paramilitary Schutzstaffel (SS) organization.
Merged with the British Motor Corporation in 1966, the new company was retitled British Motor Holdings (BMH), which merged with Leyland Motor Corporation to form British Leyland in 1968. Jaguar was allowed to become independent in 1984, but Ford quickly snatched it in 1990, and in 2008, it was sold together with Land Rover to India's Tata Motors. Since then, it has been incorporated as a subsidiary holding company called Jaguar Land Rover – or JLR for short.
It was a tumultuous history, right? And we only skimmed the surface briefly, by the way, to get to the point where we are today – Jaguar is "fearless, exuberant, compelling" and – above all – "reimagined.” In dire need of a little (positive) attention, the British automaker is reinventing itself with "exuberant modernism" as a "creative philosophy that defines all aspects of the new Jaguar world."
Right now, the brand is reborn on an identity level – and we have new colors, a new font for the brand name that combines upper- and lower-case letters, plus a couple of new logos. It was about time – the rumor mill has captured the first images of the upcoming high-end Jaguar EV that's coming to revitalize the ailing marque, and the next stage in the ongoing transformation is set to officially take place during the Miami Art Week on December 3.
"Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing.' Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold, and artistic at every touchpoint. It is unique and fearless. This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community," explains Gerry McGovern, Jaguar's Chief Creative Officer.
By the way, Miami Art Week won't be just for Jaguar dresses, logos, and new lettering – the company will also introduce a Design Vision Concept, which is hopefully a car rather than a non-related art installation. Back to the latest "symbols of change," there are four pillars of Jaguar's new brand identity – a new device mark, a bold linear graphic, exuberant colors (like pink or gold), and a newly reimagined Jaguar 'leaper.' In Miami, the new Jaguar will also present "Copy Nothing," the first global public installation for its new brand that will include the "physical manifestation of its Exuberant Modernism creative philosophy."
Merged with the British Motor Corporation in 1966, the new company was retitled British Motor Holdings (BMH), which merged with Leyland Motor Corporation to form British Leyland in 1968. Jaguar was allowed to become independent in 1984, but Ford quickly snatched it in 1990, and in 2008, it was sold together with Land Rover to India's Tata Motors. Since then, it has been incorporated as a subsidiary holding company called Jaguar Land Rover – or JLR for short.
It was a tumultuous history, right? And we only skimmed the surface briefly, by the way, to get to the point where we are today – Jaguar is "fearless, exuberant, compelling" and – above all – "reimagined.” In dire need of a little (positive) attention, the British automaker is reinventing itself with "exuberant modernism" as a "creative philosophy that defines all aspects of the new Jaguar world."
Right now, the brand is reborn on an identity level – and we have new colors, a new font for the brand name that combines upper- and lower-case letters, plus a couple of new logos. It was about time – the rumor mill has captured the first images of the upcoming high-end Jaguar EV that's coming to revitalize the ailing marque, and the next stage in the ongoing transformation is set to officially take place during the Miami Art Week on December 3.
"Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing.' Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold, and artistic at every touchpoint. It is unique and fearless. This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community," explains Gerry McGovern, Jaguar's Chief Creative Officer.
By the way, Miami Art Week won't be just for Jaguar dresses, logos, and new lettering – the company will also introduce a Design Vision Concept, which is hopefully a car rather than a non-related art installation. Back to the latest "symbols of change," there are four pillars of Jaguar's new brand identity – a new device mark, a bold linear graphic, exuberant colors (like pink or gold), and a newly reimagined Jaguar 'leaper.' In Miami, the new Jaguar will also present "Copy Nothing," the first global public installation for its new brand that will include the "physical manifestation of its Exuberant Modernism creative philosophy."
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