GÖRSEL TASARIMIN GÜCÜ VE SINIRLARI: JAGUAR’IN YENİDEN MARKALAŞMA KAMPANYASINDA KİMLİK, YENİLİK VE TEPKİ ÜZERİNE BİR ARAŞTIRMA

Year 2025, Issue: 53, 836 - 853, 30.11.2025

Atila Işık

https://doi.org/10.61742/sanatyazilari.1732345

Abstract

Jaguar’ın 2024 “Copy Nothing” kampanyası, markanın grafik tasarım aracılığıyla kendini yeniden konumlandırma arayışına sahne olmuştur. Kampanyada benimsenen görsel yaklaşım, yalnızca estetik bir dönüşüm değil, aynı zamanda markanın geçmişle kurduğu bağın ve bugüne uyarlanma çabasının görsel tasarım alandaki yansımasıdır. Bu dönüşüm, izleyiciyle kurulan iletişimde yeni bir algı düzlemi açarken, tasarımın anlam üretici rolünü vurgular. Kampanyada imgesel dilin stratejik biçimde yeniden kurgulanması, geleneksel kimlik ögeleriyle çağdaş ifade biçimleri arasında belirgin bir gerilim alanı yaratmıştır. Bu araştırma, söz konusu görsel kararların hedef kitle tarafından nasıl karşılandığını ve markanın kültürel mirası ile güncel estetik talepler arasında nasıl bir denge kurmaya çalıştığını ortaya koymaktadır. Çalışmada tasarım, yalnızca görsel kimliğin değil, aynı zamanda marka hafızasının da dönüştürücü unsuru olarak ele alınmaktadır.

Keywords

Görsel Tasarım , Kurumsal Kimlik , Yeniden Markalama

THE POWER AND LIMITATIONS OF VISUAL DESIGN: A STUDY ON IDENTITY, INNOVATION, AND RESPONSE IN JAGUAR’S REBRANDING CAMPAIGN

Abstract

Jaguar’s 2024 “Copy Nothing” campaign represents the brand’s attempt to reposition itself through graphic design. The visual approach adopted in the campaign reflects not only an aesthetic transformation but also a manifestation of the brand’s effort to reconcile its heritage with contemporary design practices. This shift opens a new dimension in communication with the audience, emphasizing the role of design as a meaning-making agent. The strategic reconfiguration of the campaign’s visual language creates a distinct tension between traditional identity elements and modern modes of expression. This study explores how these visual decisions have been received by the target audience and examines the balance the brand seeks to establish between its cultural legacy and current aesthetic demands. Thus, design is considered not only as a tool for visual identity but also as a transformative element of brand memory.

Keywords

Visual Design , Corporate Identity , Rebranding

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