Saturday, 20 September 2014
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Jaguar launches new identity

Car manufacturer Jaguar has launched a new identity, developed by US-based consultancy Spark 44.

Jaguar

 

Spark 44, which launched last year, is part-owned by Jaguar Land Rover. The consultancy has also developed Jaguar’s new marketing and advertising campaign.

Jaguar says the rebrand, which it says has been influenced by the ‘alive’ marketing theme, is the most extensive change to its visual identity for 40 years.

It involves the introduction of a new typeface, developed exclusively for Jaguar, as well as changes to the ‘leaper’ and ‘growler’ brand symbols.

Adrian Hallmark, global brand director for Jaguar, describes the work as ‘effectively a brand reset’.

He adds, ‘Our refreshed corporate image and the new global marketing campaign both underline the confidence we have in our existing products, and the vision we have for the future of the brand.’

The new identity is rolling out from this week.

Readers' comments (14)

  • Now looks like a crap US car brand.

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  • Odd how the name now seems to read as the US pronunciation - is it the wide 'U' ?

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  • sorry, did i miss something?

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  • Two supposed 'rebrands' in one week (Homebase and Jaguar) that appear to be nothing more than tiny tweaks. Blah, blah, blah...

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  • I thought that The Partners had done a good job of the rebrand. The above just does just seem like a tiny tweak and and not a good one.

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  • Yawn...

    Unless Jaguar are repositioning I really don't think the typeface creates the right image or feel sadly.

    Interesting they are calling it a "brand reset"

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  • Frank, I couldn't agree more!

    Admittedly it's a big step for such a well established brand to change one of the fundamental elements of their identity, but all this has done to my mind is cheapen a car manufacturer once recognised for their class, quality and individuality. That's the problem though when a company like this gets bought out.

    The new typeface looks just like all the others now, what a shame.

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  • The most valuable asset Jaguar had was it's British, brand heritage. That seems to be a bit lost now. If Jaguar are thinking of building a range of trucks then it works.

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  • British, luxury, heritage. All these aspect have clearly been ignored by both the client and the agency. I know from the outside we never know the future strategy or customer insight that may have driven the brief and creative development. But surely both parties have a responsibility to balance this with protecting and enhancing the identity of one of the most admired automotive brands in the world. Shame.

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  • What...is this!? No class, elegance or sophistication whatsoever - all the properties the brand is supposed to represent.

    It looks like Sky Sports' Monday Night Football typeface. And that says something!

    Awful.

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