The brand presents its new image and new logos

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In the past, within the automotive industry, British manufacturers embodied respect and concern for tradition.. Timeless models that only needed minor updates to become fireproof myths. Highly artisanal work with materials such as wood, leather or fabric. Engines whose commercial life spanned decades. And so on ad infinitum.

But times change, and traditions can be interpreted and reinterpreted in a thousand and one ways. That’s exactly what Jaguar appears to be doing, a company that is in the process of being revived to become the 100% electric brand that the JLR consortium plans to do. Thus, inspired by the mandate of its founder Sir William Lyons, “no copying”

, Jaguar now surprises us by introducing its new identity and new logos..

A new era of courage and originality

Along with the images, which star several colorfully dressed models, Jaguar has shared sketches of what it expects to be different ways of implementing its logo in its future models.for example, a luxury electric GT that is already hidden under camouflage.

First of all, The letters “JAGUAR” retain their universal format, but their typography changes radically: preference is given to a rounded, minimalist design.very much like a premium fashion brand. Besides, the new circular emblem features two J’s facing each other.

. The brand has not yet specified how it will use this latest logo, although it cannot be ruled out that it will be chosen for the grilles and doors of the new models.

Finally, To the relief of purists, the iconic Jaguar cat will survive this new phase while retaining its more classic profile.This is an animal that rushes at prey with its mouth open. Again, it’s unclear how it will look on cars, but there’s no doubt that we’ll be able to find it in plenty of detail both outside and inside.