Jaguar is set to arise phoenix-like from the ashes of its overlooked saloon models, ahead of its transition into a luxury EV brand.
So it wants to be in the news as much as possible. And with the imminent release of its first offering, an electric GT, the Brit has released imagery of its new logos. Or, in some cases, modernised versions of the old ones.
The J badge is certainly new, and will be seen as upright on the wheels about twice as often as the opposition’s. That’s because the two Js are set 180 degrees apart in a circle. Jaguar points out the letters are actually a J and an R, the first and last of its name. But sure looks like two Js to us.
The artwork for the relaunched brand comes ahead of a new concept car. Due for release very soon, it will show Jaguar’s future design direction. It is moving to an initial line-up of three expensive electric offerings. The most affordable will likely cost about $300k here, give or take.
The prototype, turning up at the Miami Art Week at the start of December, will feature Jaguar’s new signature, ‘leaper’ and a “strikethrough” design element. These will feature across Jaguar’s new range, as will a host of new colours.
Jaguar’s design director Richard Stevens, said “These symbols of change are elements that will be universally recognised codes of Jaguar going forward”.
The company has developed its own in-house font to update the Jaguar lettering. They say that the capped G in the middle of the word “creates symmetry and perfect balance”. Meanwhile, the Jaguar ‘leaper’ is now embedded into a new Jaguar detail of 16 horizontal lines.
This will likely feature inside the cars as well.
Jaguar has also developed its own monogram. It will likely be deployed in the centre of alloy wheels. However, it could also be used by high-end branding partners.
On top of a smaller dealer network, Jaguar will establish a number of “curated brand stores”. These will pop up in key cities around the world. The first is set to open in Paris, in the heart of the city’s luxury retailing.
Jaguar also teased a rear shot of a new concept car with the caption “02 Dec 2024 Miami.”
