In early November, the automotive press was invited to Jaguar’s design studio in Gaydon, Warwickshire, for a sneak preview of the brand’s long-awaited reinvention. Ushered into a series of dimly lit corridors, soundtracked by a whooshing, spa-like New Age ambience, we were shown a small but crucial fraction of the fruits of the studio’s labour – an all-new graphic identity.
