JAGUAR / BRAND DESIGN
Alive: Jaguar’s new identity ahead of a wider model range
A new visual identity accompanied a global campaign across print, film and digital media.
On 28 February 2012 Jaguar announced its Alive brand strategy, developed with Spark44. The launch combined a revised logo and corporate identity with advertising intended to reach a new audience.
One identity across several channels
Print, television, outdoor and digital advertising were included, alongside experiences intended to introduce people to the cars. The announcement placed the campaign alongside future model development; it did not itself specify a mechanical update.
What an identity change can tell an owner
A different badge, brochure typeface or advertising image can help date promotional material. It cannot establish a car’s engine, software level or build specification. Those questions require the vehicle’s own records. The campaign belongs in design history, while the year’s F-TYPE and powertrain announcements describe separate product events.
Illustrations recomposed from period press imagery. Image licence.