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British luxury car manufacturer Jaguar has announced a global update of its brand. The company has radically changed its visual image, presenting a new identity, snob.ru reports with reference to the Independent.
The key element of the rebranding was the updated logo, which no longer has the usual image of a jaguar. Instead, a minimalist design with the letters J and R in a circle, made in a new font, appeared. At the same time, the figure of the jaguar will remain in the corporate style, but in a flat design.
The company presented a new philosophy called “Bright Modernism”, which emphasizes innovative ideas and bold design solutions. According to Managing Director Rawdon Glover, this approach reflects the brand’s desire to break stereotypes, which has always been part of Jaguar’s DNA.
The company's new slogan is based on a quote from founder William Lyons “Copy nothing.” With this, Jaguar emphasizes its loyalty to its historical roots, adapting them to modern realities.
The official presentation of the updated style is scheduled for December 2 as part of Miami Arts Week.