Stepping into a new era, the brand is undergoing a transformative journey, reigniting the ethos of its founder, Sir William Lyons, who championed originality with the dictum: A Jaguar should be a copy of nothing.

This philosophy now finds expression in Jaguar’s new creative identity, titled Exuberant Modernism.

Jaguar’s transformation unveils a visual narrative through four key symbols: 

1. Device Mark: A modernist emblem that harmonizes geometric forms and typography.
2. Strikethrough: A striking linear motif symbolizing the bold rejection of conformity
3. Exuberant Colours: Vibrant primary hues, textured and dynamic, reflecting Jaguar’s artistic spirit.
4. Makers Marks: A newly envisioned ‘leaper’ and monogram, embodying the brand’s legacy and forward momentum.

Set to debut its Design Vision Concept at Miami Art Week, Jaguar’s initiative Copy Nothing represents the pinnacle of its creative philosophy. This is a manifesto for fearless innovation. 

The exhibit will also serve as a platform for emerging artists, reinforcing Jaguar’s commitment to originality in all forms.

Jaguar’s transformation isn’t confined to the aesthetics of its vehicles. Every touchpoint, from its products to its customer interactions, aims to evoke a visceral connection.

“Our vision for Jaguar is bold and artistic,” says Professor Gerry McGovern OBE, Chief Creative Officer. “We’re curating experiences that enrich lives.”

Managing Director Rawdon Glover emphasizes, “This marks a complete reset. Jaguar is poised to reclaim its place as a beacon of creativity and inspire a new generation.”

With its revitalized identity, Jaguar sets its sights on the future, not merely to participate in the luxury automotive market but to redefine it.

While it is indeed redefining itself, we believe we speak for most car enthusiasts when we say “Is this really the route Jaguar wants to go down?”

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After more than two decades since the last update, Automobili Lamborghini has renewed its historic logo. The restyling is driven by a new strategy that involves adapting the brand’s visual expression to better reflect the ‘brave’, ‘unexpected’ and ‘authentic’ values of its mission, namely “Driving Humans Beyond”, a concept that translates into the intention to always go beyond the limits, standards and conventions.

This evolution is part of the broad transformation process denoted Direzione Cor Tauri, the strategy that embodies Lamborghini’s new trajectory focused on sustainability and decarbonization.

The aim is to create a solid pact with future generations, serving as an inspiration and model for innovation and sustainable progress. With this in mind, the House of Sant’Agata Bolognese is implementing changes that involve not only the cars, but the corporate identity as a whole, thus impacting the company’s culture and values, which will also see a new expression in terms of all the visual aspects.

The new logo, unveiled today and used on all the company’s official channels, is redefined by a broader Lamborghini typeface than its predecessor and by colours that are minimal yet bold.

Therefore, black and white are reconfirmed as the primary hues, symbolizing the clear identity of the brand, while yellow, along with the introduction of the gold colour, is used as the accent colour.

This revamped version of the logo becomes an integral part of the company’s distinctive identity and will also be applied to future cars. In addition, the iconic bull in the centre of the logo has undergone a major transformation. For the first time, it will exist individually on the company’s digital touchpoints, separated from the classic shield to lend it even greater prominence.

But the change also extends to all manifestations of the brand. In fact, an official Automobili Lamborghini typeface has been created that echoes the unmistakable lines and angularity of the cars, in line with the style and design of the Sant’Agata Bolognese-based company, and it will be used for the company’s communications.

The redesign also includes a new set of icons, developed in collaboration with Lamborghini Centro Stile, that for the first time will be used and shared uniformly across all the digital touch points.

In a rapidly changing context, Automobili Lamborghini looks to the future with a redesigned logo that embodies innovation and determination. It’s a strategic change that perfectly complements the holistic shift outlined by the Direzione Cor Tauri program, marking a new phase in the company’s positioning.

Photo Credits: Automobili Lamborghini

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