Altered States

Examining Utah’s transitory visual life.

(c) jaglovers.org

The Jaguar iconography was founded upon a small number of significant characteristics, but of these, visual appeal was perhaps the most crucial – and certainly the most obvious. For any car design to succeed in the marketplace, and to do so for an extended period of time, this appeal must be apparent, not only from the outset, but be capable of being maintained throughout a lengthy production run.

Fortunately, in Sir William Lyons, Jaguar had an arbiter of form, line, proportion and more importantly still, taste, which gave the carmaker a significant edge over both domestic and non-domestic rivals. However if Lyons had been a chef, he would have been one who had himself never cooked a meal, yet could still Continue reading “Altered States”