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Along with its new marketing and ad campaigns Jaguar's done a number on its logo: both the Leaper and the typeface have been reworked. The icon gets a metallic fill and shadow, the type gets wider and shorter, while its metallic look mimics the jewelry on vehicles like the XJ.

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Jaguar's turnaround has taken its next public step with a new global brand direction and a marketing campaign called "Alive." The marketing will lock in on Jaguar's visceral connection with buyers, "positioning the brand as animate – seductive, emotional, unique, energetic and high-performance – while asking consumers, "How alive are you?"

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