JLR has updated its 90-year-old Jaguar brand for ‘the second century’, with four new design elements it calls ‘symbols of change’ for the brand.
The British carmaker last week began testing prototypes of its four-door GT model on public roads, the first of three models due to go on sale in 2026. complete electrical rebirth.
The first is a ‘Device Mark’, which is essentially a new font (called Exuberant) that displays the word ‘Jaguar’.
The second is a 16-bar grid of horizontal stripes called ‘Strike Through’, which will become both a backdrop and a “universally recognized symbol” of the new cars.
The third is a new color palette used in the upcoming concept and intended to “present texture and movement.”
And the fourth is the ‘Maker’s Mark’, which consists of two elements. The first is a traditional Jaguar ‘Leaper’, now redesigned. The second is a medallion-shaped ‘monogram’ that combines ‘j’ and ‘r’ in a circular border.
“This is a new representation that recaptures the essence of Jaguar and returns it to the values that once made it so loved, but makes it relevant to a contemporary audience,” said design boss Gerry McGovern. “We are creating Jaguar for the future and restoring its status as a brand that enriches the lives of our customers and the Jaguar community.”
At an exclusive event earlier this month in the sanctuary of JLR’s Gaydon design studio, Chief Commercial Officer Lennard Hoornik said that if a company like Jaguar wants to make radical changes, “you first have to find the courage to do it”.
More broadly, CEO Adrian Mardell described Jaguar’s changes as “a complete reset” and claimed that “this time we’re going to do something spectacular.” Jaguar MD Rawdon echoed the ‘fearless’ comment, saying the aim was to return Jaguar ‘to its natural habitat’, a move that would unashamedly take the cars to an average price more than double the £55,000 the old cars had. . He promised cars with “a deep-seated, emotional bond with the driver.”