Jaguar’s new brand identity

Nevertheless, how many people who think the slogans and overall aesthetic are cool are also currently shopping for £100,000 EVs? And how will all this stuff go down in Trump’s America?

There are new logos and a new typeface, one that demonstrates ‘the unexpected by seamlessly blending upper and lowercase characters in visual harmony’. About the only convincing part of the whole rebrand is the phrase ‘Copy Nothing’, derived from Jaguar founder Sir William Lyons’ famous expression ‘A Jaguar should be a copy of nothing’. Good, concise words packed with meaning.

Meanwhile, JLR Chief Creative Officer Professor Gerry McGovern OBE adds: ‘Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.’

It’s far too easy to stick the knife in and puncture all this pomposity, so instead all I will say is this – one of the cornerstones of good story-telling, taught to all primary school children, is show, don’t tell. If you have to tell everybody what’s happening in your story, or what your brand stands for, it hasn’t worked.

We’ll see the new Jaguar concept car on 2 December. I’m hoping for something impactful and beautiful that reminds the world what Jaguar has been and could be again – a maker of great cars.