Jaguar launches new identity

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


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.

Hide Comments (14)Show Comments (14)
  • Frank November 30, -0001 at 12:00 am

    Now looks like a crap US car brand.

  • quentin November 30, -0001 at 12:00 am

    Odd how the name now seems to read as the US pronunciation – is it the wide ‘U’ ?

  • ashley goodall November 30, -0001 at 12:00 am

    sorry, did i miss something?

  • Stephanie Brown November 30, -0001 at 12:00 am

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

  • Anonymous November 30, -0001 at 12:00 am

    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.

  • Gary Marshall November 30, -0001 at 12:00 am


    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”

  • Tim Licence November 30, -0001 at 12:00 am

    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.

  • Tom November 30, -0001 at 12:00 am

    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.

  • David Delaney November 30, -0001 at 12:00 am

    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.

  • Ian Morgan November 30, -0001 at 12:00 am

    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!


  • Tom Slemmings November 30, -0001 at 12:00 am

    I look forward to the inevitable future brand realignment to reflect it’s forgotten heritage.

  • Simon Welch November 30, -0001 at 12:00 am

    The leaper is now a very predictable and uninspiring shape compared to the streamlined 2003 version. The wordmark – well it now sits well with any middle of the road brand such as Hyundai, Toyota, and anything American.
    Lost opportunity or are Jaguar lowering their ambitions?

  • Sam Sammut November 30, -0001 at 12:00 am

    Extended typefaces look ugly. Can see why they chose it, but still….

  • Andi Rusyn November 30, -0001 at 12:00 am

    What a missed opportunity!
    Jaguar has been very brave in recent years with its new automotive design direction, completely resetting what everyone thinks and expects of the brand. This bravery has proven incredibly successful as the XF and XJ sell in numbers.
    More’s the pity, then, that Jaguar has totally bottled it with the brand. It has needed a revamp for some time now – the website and advertising has been dull, dated and utterly uninspiring. This does nothing to change that.
    Instead, we have a company which makes great, innovative cars but has a brand which is mediocre at best, pandering only to the seemingly design illiterate American public.
    Shame on you Jaguar.

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