Over a year ago, Jaguar Land Rover rebranded itself into JLR in a rather bizarre way. Under the new corporate umbrella, Land Rover’s three product lines were split into individual entities positioned alongside Jaguar. And now, the latter will be undergoing its own metamorphosis as JLR’s corporate strategy moves into its next stage.

Perhaps the most telling of the changes is the new typeface. It might look like the big cat’s fierce roar has now turned into a muted meow, but Jaguar says that this is all part of its new identity. And that new identity is apparently inspired by the ethos of founder Sir William Lyons, which is to “Copy Nothing.”

The famous leaping-cat logo has been redesigned, and Jaguar has even created a new circular emblem for good measure. We’re not quite sure which one will be gracing the company’s future offerings, but it would be a shame if the feline effigy was replaced by something more generic-looking.

Just like JLR’s reorganization, the idea behind Jaguar’s rebirth is confusing (to say the least). The press release is a convoluted mess of fancy words, and is hard to make sense of. But the firm says that there will be more clarity once it unveils the first manifestation of its new business philosophy at the Miami Art Week on December 2.