A pivotal point for Jag
After a 12 year break, Jaguar returns to motorsport entering the electric racing FIA Formula E championship in Hong Kong this October with a brand new identity.
Named the Panasonic Jaguar Racing Formula E team, the inspiration for the entire visual identity was taken from the electric race car itself. The phosphor blue graphics were created to represent the car dynamically speeding around hairpin bends and down fast straights. The visual identity extends from the logo and master graphic right through to advertising and down to the pit crew itself.
Jaguar retired from F1 at the end of the 2004 season with the R5 driven by Mark Webber, so this is a pivotal point for Jaguar as it drives into the world of electric vehicles. 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 electric cars, and to promote clean energy and sustainability.
Clean energy and sustainability is a priority of interest for most organisations and the emphasis on re-cycling, up-cycling and restoration has become more important over the years. Of course these topics weren’t at the forefront of everyone’s minds in the 1960’s. It was then that Jaguar built 12 of the famous aluminium Lightweight E-Types for racing, one of which was modified to Malcolm Sayer’s Low Drag body design for owner Peter Lindner. Christened “The Lindner Nocker”, the car was raced by Peter himself along with racing driver companion Peter Nocker. However in 1964 at Le Mans the car was involved in a massive accident and was locked away for many years, thought to be unrepairable.
Classic Motor Cars of Bridgnorth, one of our clients, managed to salvage over 90% of the original body from the tangled mess and spent over 5,500 skilled man hours over three years to deliver, according to the Historic Motoring Press, the most amazing restoration piece ever. The Lindner Nocker won ‘Car Restoration of the Year’ at The International Historic Motoring Awards 2011.
Great design isn’t always about graphics, but that’s one thing BZ excel at. However we’re not into restoring old ideas, we specialise in developing innovative concepts into dynamic marketing communications pieces. And the only thing we recycle is our paper!