Jaguar Unveils New Logo and Branding

• Jaguar has introduced a new logo, refreshed branding, and bold slogans like “delete ordinary” as part of its transition to an all-electric luxury car lineup by 2026.
• The brand’s first electric model, a four-door GT offering a 430-mile range and rapid charging, marks a shift towards innovative design and sustainability.
• Emphasising “Exuberant Modernism,” the rebrand features a bespoke font, a redesigned “Leaper” emblem, and a philosophy rooted in originality and boldness.

Jaguar, the iconic British luxury carmaker, has taken a bold step into a new era with the introduction of its revamped logo and branding. This move aligns with the company’s transformation into an all-electric car manufacturer, underscoring its commitment to innovation and modernity.

A Dramatic Transition: From Legacy to Electric

Jaguar, part of Tata Motors, has been preparing for its transition to an all-electric lineup since announcing the shift in 2021. To support this transformation, the company ceased sales of new cars in the UK over a year ago, creating a “fire break” between its existing petrol and diesel portfolio and the upcoming electric models. According to Rawdon Glover, Managing Director, this decision was intentional to allow the brand to fully reinvent itself. The first of Jaguar’s three new electric vehicles will be a four-door GT built in Solihull, offering an impressive 430-mile range and rapid charging capabilities that can add 200 miles in just 15 minutes.

New Branding: A Visual and Philosophical Rebirth

Jaguar’s refreshed logo, known as “JaGUar,” blends upper and lowercase letters to create a sense of “visual harmony,” reflecting the brand’s forward-thinking approach. The distinctive gold font accentuates the British pronunciation of “Jag-you-are,” marking the first major redesign of the logo in over 90 years. This bold transformation serves as a tribute to modernism and the company’s rich heritage.

Alongside the wordmark, the iconic “Leaper” cat emblem has also been revamped. Now embossed on brass, the dynamic lines of the leaping cat symbolize the brand’s essence of “Exuberant Modernism.” A new monogram featuring the letters “J” and “R” further elevates the brand’s sophistication.

Gerry McGovern, Chief Creative Officer at Jaguar Land Rover, noted, “Jaguar has its roots in originality. Sir William Lyons, our founder, believed that a Jaguar should be a copy of nothing. Our vision for Jaguar today is informed by this philosophy.”

Slogans That Define the Future

As part of its rebranding, Jaguar has introduced bold slogans like “delete ordinary,” “live vivid,” and “copy nothing.” These taglines encapsulate the brand’s commitment to breaking away from tradition and embracing bold, innovative design that challenges the status quo.

Gerry McGovern described the change as “a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.”

Showcase of the Future

Jaguar’s new identity and design direction will be revealed to the public during Miami Art Week on December 2. A concept car unveiling will provide an exclusive preview of Jaguar’s electric future, setting the stage for the brand’s upcoming creative and innovative lineup.

Moving Upmarket

Jaguar’s shift to electric vehicles signals a major market repositioning. The average price of its upcoming models is expected to more than double the previous range’s £55,000 starting point. CEO Adrian Mardell emphasised that these changes represent “a complete reset” for the brand, promising “something spectacular” as Jaguar moves forward into its new, electrified future.

Preparing for the Electric Revolution

As Jaguar gears up for its all-electric relaunch, the company is excited about the rapid expansion of global charging infrastructure. During the lifecycle of its new GT model, the number of fast chargers is expected to grow from four million to fifteen million, enabling customers to confidently embrace the electric future.

A Bold New Era for Jaguar

Jaguar’s rebranding marks a pivotal moment in the company’s transition to an all-electric luxury carmaker. With a fresh design philosophy, state-of-the-art technology, and a firm commitment to sustainability, Jaguar is paving the way for a future where the brand continues to be as iconic and exciting as ever.