Jaguar reveals Type 00 at Miami Art Week, bringing its new brand to life

When Jaguar launched its new visual identity last month, the reaction was… mixed, to say the least. The brand's bold decision to move away from its iconic "growler" logo and embrace an unapologetically modernist aesthetic left some scratching their heads. The shift felt daring, perhaps even risky for a marque steeped in heritage. Critics questioned if this reinvention would alienate loyalists while failing to resonate with new audiences.

But now, the unveiling of Jaguar's Type 00 – an unmistakable, unexpected, and dramatic design concept – has forced many to reconsider their first impressions. Premiered during Miami Art Week today, Type 00 has placed Jaguar's new identity into context, showcasing a bold creative philosophy the brand calls Exuberant Modernism. And this time, the buzz feels different.

Described as a "physical manifestation of Jaguar's transformation", Type 00 has turned heads for its daring proportions, sculptural surfaces, and silhouette that defies electric vehicle conventions. Featuring a long bonnet, fastback profile, and 23-inch alloy wheels, the concept exudes drama while remaining undeniably Jaguar. Presented in two striking colours – Miami Pink, reflecting local Art Deco vibrancy, and London Blue, a nod to British heritage – it's clear that this isn't just a car; it's an art form.

The response has been electrifying in Miami, where Creative Boom is currently based. You could say the city's iconic Art Week provided the perfect backdrop for Jaguar's reinvention, bringing together automotive innovation with art and creativity. Critics who once questioned the brand's new direction are now acknowledging there might have been some method behind the apparent madness after all.

Speaking about the transformation, Adrian Mardell, chief executive officer of Jaguar Land Rover (JLR), said: "The magic of Jaguar is close to my heart – an original British luxury brand unmatched in its heritage, artistry and emotional magnetism. That's the Jaguar we are recapturing, and we will create the same sense of awe that surrounded iconic models like the E-type. Our journey is already underway, guided by our original ethos to Copy Nothing – and the results will be spectacular."

From Identity to Reality

If the new logo seemed divisive in isolation, seeing it brought to life with Type 00's design has brought much clarity. The flush surfaces, panoramic roof, and glassless tailgate – all adorned with the new Jaguar device mark and reimagined leaper – create a cohesive vision of modern luxury. Rawdon Glover, managing director of Jaguar, emphasised the importance of this shift: "We have forged a fearlessly creative new character for Jaguar that is true to the DNA of the brand but future-facing, relevant and one that really stands out."

Indeed, Type 00 redefines what a Jaguar can be. Its bold proportions and unique features – from deployable rear-facing cameras hidden in hand-finished brass ingots to a "pantograph" tailgate – demonstrate a commitment to all this artistry and innovation. The design's sophistication is underpinned by what is called the Jaguar Electric Architecture (JEA), developed to enable the car's striking form and deliver an "exceptional driving experience".

A Celebration of Heritage and Change

But to all the haters out there: Type 00 doesn't erase Jaguar's past; it reinterprets it. The "Type" prefix harks back to the pioneering E-type, while the first zero represents zero emissions, and the second symbolises its place as the foundation of Jaguar's new lineage.

"Type 00 is a pure expression of Jaguar's new creative philosophy," says Professor Gerry McGovern OBE, chief creative officer. "It has an unmistakable presence. This is the result of brave, unconstrained creative thinking and unwavering determination. It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you've ever seen."

This boldness extends to the colours and materials used. Miami Pink and London Blue are more than eye-catching hues; they're steeped in symbolism. The interior, with its hand-finished brass accents, travertine stone plinth, and woven textiles, pushes the boundaries of luxury automotive design. Jaguar has even incorporated bespoke scents and ambient lighting tailored to the user's mood – an approach that feels more akin to art curation than car manufacturing.

Winning Over the Critics?

While Jaguar's new identity initially drew criticism, Type 00 has most definitely shifted the conversation. By grounding the brand's visual evolution in an extraordinary design concept, Jaguar has shown how its transformation is more than just a logo update. It's a reinvention of what the brand stands for – a fearless, modern luxury icon.

As one critic at Miami Art Week put it: "When the logo first debuted, I wasn't sure. Now, seeing it in context, it all makes sense. This is Jaguar embracing its future."

Whether you love or hate it, there's no denying that Jaguar refuses to play it safe. As the brand continues its journey towards electrification, the question now isn't whether people will accept the new Jaguar. It's how soon they'll want to drive one.