CASE STUDY: JAGUAR® CARS

Brief

Jaguar Cars Limited were using the Optima typeface for car badges and the Agency felt this was too generic. Although Optima had the right qualities of proportion and style, the typeface was not appropriate for a British mark. Both Agency and Client assumed a different Sans Serif tyepface was required, but after demonstrating to them that the same qualities that Optima possesed could be embodied in a better suited Serif style, several weights, including logos were commissioned.

Solution

Foremost in priority initally was the Titling typeface (with some alternative letters) used for car badges; developing a strong but natural link with the prancing Jaguar symbol. This would double-up as an advertising headline typeface. The Company also wanted to base their Corporate Identity around this design, so different weights were designed to be used throughout their activities. All concerned were pleased to have created Serif letterforms with the same feel as Optima.