Overview

A conceptual exploration of a Jaguar rebrand, focusing on the transition into an electric-first context. The aim was to balance the brand's heritage with a modern, digital-first identity – an area where the brand’s recent official rebrand has sparked significant debate.

Context & Research

The project began by analyzing Jaguar’s archives. I wanted to see if the brand’s history could be modernized without losing its recognizable edge – something I felt was missing in recent iterations. I also looked at contemporary automotive branding, moving toward clean, adaptable systems. This tension between historical expression and modern simplification became the project's foundation.

Concept

The goal was to create a "future-facing" identity that remained instantly recognizable. Instead of fully neutralizing the brand, I focused on simplifying the visual language while retaining its character.

Design Decisions

I extracted specific angles from the Jaguar icon to guide the typography. This is most visible in the letter 'A', where the "tooth" shape from the symbol is integrated, creating a subtle connection between symbol and wordmark. I kept this logic selective to preserve readability. For the presentation, I utilized Jaguar’s official prototype imagery, replacing their new logotype with mine to test how this visual system performs in a real-world, high-end automotive context. The shift toward blue tones reinforces a technological direction while maintaining a refined feel.

Result & Reflection

The result is an identity that feels contemporary, adaptable, and – crucially – still like a Jaguar. The main takeaway was the importance of restraint; applying a concept too rigidly can compromise quality. This project became an exercise in balancing systematic logic with the intuitive character that defines a brand.