Designing Jaguar’s Formula E racing team brand identity


Jaguar is set to return to motorsport after a 12-year hiatus and has introduced a new brand identity ahead of its entry in to the electric racing FIA Formula E championship in Hong Kong this October.

Named the Panasonic Jaguar Racing Formula E team, the entire visual identity was created by brand strategy and design agency Brand Union, from the logo and master graphic, through to advertising and the pit garage itself.

Taking inspiration from the electric race car itself, the phosphop blue graphics have been created to represent the car racing around hairpin bends and fast straights in a dynamic way.

Ben Beardmore, account director at Brand Union commented: “Brand Union and JLR have a rich history of working together. Having partnered for the past three years, previously working on projects such as Land Rover Ben Ainslie Racing, we understand the energetic and adventurous nature of the work they do. Now is a pivotal time for Jaguar as it steers its way into the world of electric vehicles and we’re excited to be part of the journey.”

Formula E itself is an all-electric urban racing series that was launched as a test-bed for research and development around electric vehicles to generate interest in the cars, and to promote clean energy and sustainability.

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