Jaguar officially announces its latest brand identity! | GQ Taiwan
Jaguar, a part of Jaguar Land Rover, started in 1935. It is known for its Prancing Horse logo. This year, Jaguar will celebrate its 90th anniversary and aims to refresh its brand identity. The company adopts the idea of “Exuberant Modernism,” which focuses on bold design and creative thinking. This philosophy shapes every aspect of the new Jaguar brand.
Sir William Lyons, the founder, believed Jaguar should be “A Copy of Nothing.” This vision drives the new Jaguar. The brand aims to be imaginative, bold, and unique. Chief Creative Officer Gerry McGovern OBE states that this redefinition honors Jaguar’s core values and connects with modern life.
What inspired Gerry McGovern to adopt the philosophy of “Exuberant Modernism” for Jaguar Land Rover’s new brand identity?
Interview with Gerry McGovern, Chief Creative Officer of Jaguar Land Rover
NewsDirectory3.com: As Jaguar celebrates its 90th anniversary, we have the opportunity to speak with Gerry McGovern, Chief Creative Officer of Jaguar Land Rover, about the brand’s evolution and its exciting new direction.
NewsDirectory3: Gerry, congratulations on the upcoming 90th anniversary of Jaguar! Can you tell us about the inspiration behind the new brand identity?
Gerry McGovern: Thank you! The 90th anniversary is a significant milestone for us, and it’s the perfect time to reflect on our heritage while looking forward. Our new brand identity is rooted in the philosophy of “Exuberant Modernism.” This concept emphasizes bold design and creative thinking, which we believe is essential for connecting with today’s audience. We want to celebrate our history while also making a strong statement about who we are and where we’re headed.
NewsDirectory3: Sir William Lyons, the founder of Jaguar, famously said the brand should be “A Copy of Nothing.” How does this vision influence the new Jaguar?
Gerry McGovern: Lyons’ vision is incredibly important to us. It embodies the spirit of individuality and originality that we strive for in every aspect of our work. The redefinition of our brand identity pays homage to these core values while ensuring we remain relevant in a rapidly changing automotive landscape. Of course, we aim to be imaginative and bold, just as he intended.
NewsDirectory3: Speaking of boldness, can you explain the approach taken with the new logo design?
Gerry McGovern: Absolutely. Our new logo is designed to reflect modernism’s principles of geometry and symmetry. We’ve mixed uppercase and lowercase letters to create a balanced and artistic appearance that feels fresh and original. It’s a visual representation of our commitment to innovation and creativity within our brand. We’re excited about how this logo encapsulates the essence of what Jaguar stands for today.
NewsDirectory3: How do you see these changes resonating with consumers, especially those who might have a longstanding relationship with the brand?
Gerry McGovern: We’re hopeful that both longtime Jaguar enthusiasts and new customers will embrace our evolution. We’re marrying tradition with modernity in a way that honors our past while signaling a new chapter. By focusing on what makes Jaguar special—exclusivity, performance, and design—we’re inviting everyone to engage with us in a dynamic way that reflects modern life.
NewsDirectory3: What are your expectations for the future of Jaguar as it embarks on this new journey?
Gerry McGovern: The future is incredibly promising. With “Exuberant Modernism” as our guiding principle, we’re excited to push boundaries in design and technology, and to redefine what luxury means in the automotive world. Our commitment to being unique and imaginative will not only shape our vehicles but also redefine the Jaguar experience for our customers.
NewsDirectory3: Thank you, Gerry, for sharing these insights into Jaguar’s exciting future. We look forward to seeing how the brand continues to evolve.
Gerry McGovern: Thank you for having me. We’re thrilled about the journey ahead and can’t wait to share more with everyone!
The new brand logo features characters that reflect modernism’s geometry and symmetry. Jaguar uses a mix of uppercase and lowercase letters, creating a balanced and artistic look. This logo represents a fresh, original image for Jaguar.