The legendary British carmaker has unveiled its revamped logo – styled as JaGUar – which “seamlessly blends upper and lower case characters in visual harmony,” according to the brand.
The rebrand is part of a dramatic pivot toward becoming an all-electric luxury powerhouse.
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“A new era begins today for Jaguar,” the car maker announced. “A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons.
“Jaguar’s transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”
Tuesday’s reveal also showcased a fresh prancing “leaper” design embossed on brass, along with striking slogans like “delete ordinary,” “live vivid” and “break moulds.”
Jaguar’s next big moment arrives December 2 in Miami, where the company will unveil its much-hyped concept car.
This four-door grand tourer (GT) is aimed at redefining the brand, offering a range of over 435 miles, ultra-fast charging, and a dual-motor powertrain delivering more than 575bhp – all at a starting price of £100,000.
The brand is making space for its future lineup by halting production of UK-made models like the XE, XF saloons, and the F-Type sports car, along with the Austrian-built E-Pace and I-Pace. Earlier this month, the last F-Pace SUV rolled off the Castle Bromwich assembly line, marking the end of an era.
Jaguar managing director Rawdon Glover explained the shift: “From a marketing sense, at the moment, there are lots of people out there that know what Jaguar stands for, and actually it doesn’t stand for them, and we’ve seen that in terms of how they’ve responded to the offering that’s been in the market for the last 10 or 20 years.
“We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Chief creative officer Gerry McGovern explaining the new philosophy said: “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. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
Key to the rebrand is a strikethrough aesthetic, featuring 16 lines across marketing and products, a dynamic JR monogram, and a vibrant colour palette of reds, blues, and yellows.
Jaguar recently offered a first look at its all-electric future with images of a camouflaged all-electric 4 door GT prototype set to lead the brand’s ambitions as a luxury EV car maker.
This new grand tourer (GT), designed to rival high-end performance brands like Bentley, will be Jaguar’s flagship model in a range of three new premium EVs scheduled to roll out after a year-long hiatus from the market as part of its “Reimagine” strategy, to redefine Jaguar.
“To bring back such a globally renowned brand we had to be fearless, explained Glover. “Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months.
“This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”
