Brand Union

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Brand Union delivers visual identity for Jaguar’s official Formula E launch

September 26 2016

Jaguar Land Rover (JLR) brings in Brand Union to electrify racing brand

Brand Union today announces its development of a new visual identity for the Panasonic Jaguar Racing Formula E team, ahead of Jaguar’s highly anticipated return to motorsport after 12 years away.

The iconic manufacturer will be entering a team in electric racing FIA Formula E championship in Hong Kong this October and called upon Brand Union’s expertise to bring the brand to life.

WPP’s global brand strategy and design agency, Brand Union, was appointed by JLR, having worked with the company for over three years, to create the entire visual identity for this exciting new endeavour.

Brand Union has developed a 360-degree identity for the brand, from the logo and master graphic, through to advertising and the pit garage itself. In all, creating a distinctive and unique visual language for Jaguar that will stand them apart from the rest of the field.

Taking inspiration from the electric race car itself, which is precision engineered to withstand Formula E’s punishing city-centre circuits at speeds of up to 140 mph, the electrifying phosphor blue graphics represent the car racing around hairpin bends and fast straights. It is dynamic, fast-paced and exhilarating and embodies Jaguar’s passion for racing.

Formula E 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.