When Jaguar revealed its new visual identity last month, the response was… mixed, to say the least. The brand’s bold decision to veer away from its iconic „growler“ logo and embrace a modernist aesthetic left some puzzled. The move felt daring, maybe even risky for a brand with such deep heritage. Critics wondered if this transformation would alienate loyal fans and fail to connect with new audiences.
However, the debut of Jaguar’s Type 00 – a distinct, surprising, and dramatic design concept – has prompted many to reconsider their initial reactions. Unveiled during Miami Art Week, Type 00 has placed Jaguar’s new identity in context, unveiling a bold creative philosophy called Exuberant Modernism. This time, the buzz is different.
Described as a „physical representation of Jaguar’s evolution,“ Type 00 has turned heads with its bold proportions, sculptural surfaces, and unconventional electric vehicle silhouette. With a long hood, fastback profile, and 23-inch alloy wheels, the concept radiates drama while still embodying Jaguar’s essence. Presented in two vibrant colors – Miami Pink and London Blue – it’s evident that this is more than a car; it’s a work of art.
The reception in Miami, where Creative Boom is currently located, has been electrifying. The city’s renowned Art Week provided the ideal setting for Jaguar’s reinvention, merging automotive innovation with art and creativity. Critics who once questioned the brand’s new direction are now recognizing a method behind the apparent madness.
Discussing the transformation, Adrian Mardell, CEO of Jaguar Land Rover (JLR), stated: „The essence of Jaguar is dear to me – an original British luxury brand unparalleled in its heritage, craftsmanship, and emotional allure. That’s the Jaguar we are reclaiming, aiming to evoke the same awe as iconic models like the E-type. Our journey has begun, guided by our original ethos to Copy Nothing – and the outcomes will be remarkable.“
If the new logo seemed polarizing on its own, seeing it embodied in Type 00’s design has brought clarity. The sleek surfaces, panoramic roof, and signature Jaguar mark and leaper on display create a unified vision of modern luxury. Rawdon Glover, Jaguar’s managing director, stressed the importance of this transformation: „We have crafted a boldly creative new persona for Jaguar that stays true to the brand’s DNA while also looking ahead, staying relevant, and truly standing out.“
Indeed, Type 00 redefines the possibilities of a Jaguar. Its daring proportions and distinctive features – from hidden rear-facing cameras in brass ingots to a unique „pantograph“ tailgate – showcase a dedication to innovation and artistry.