We've seen a huge amount of new car logos hit the road over the last few years, with everyone from the likes of Kia to Rolls-Royce debuting new identities. And now, Jaguar has presented what might be the boldest reimagining yet, complete with a brand new logo, wordmark and typeface.
During a media briefing today, Jaguar unveiled what it calls an "exuberant, modernist, and compelling" new look. And perhaps anticipating the controversy such a comprehensive rebirth might prompt, the brand added that when it comes to its visual identity, it is "not afraid to polarise". So while the new wordmark, which combines upper and lowercase letters might look like one of the best logos for some, it could prove too much to stomach for others.
