Jaguar has unveiled a new logo as part of its rebranding initiative, signaling a decisive shift towards becoming a fully electric luxury brand by 2025. This modernized emblem marks the start of Jaguar’s journey into an electric-only future, underpinned by its ethos of “Exuberant Modernism.”
A Striking Logo Redesign
The new logo, stylized as “JaGUar”, creatively blends upper and lower-case letters, reflecting a harmonious fusion of tradition and modernity. This transformation coincides with a revamped brand identity, featuring a sleek, prancing “leaper” icon embossed on brass. The visual overhaul is complemented by fresh marketing slogans such as “Delete Ordinary” and “Live Vivid,” encapsulating the daring spirit of the brand.
Strategic “Fire Break” Ahead of Electric Models
Jaguar’s Managing Director, Rawdon Glover, emphasized the importance of creating a “fire break” between the legacy of its previous offerings and its forthcoming electric lineup. Glover explained that this pause is crucial for redefining public perceptions and ensuring the new models resonate with a forward-thinking audience.
By halting production of its traditional vehicles, the firm seeks to rebuild its identity, attracting a clientele that aligns with its bold, innovative aspirations.
Design Philosophy: Exuberant Modernism
Jaguar’s Chief Creative Officer, Gerry McGovern, describes the rebranding as inspired by founder Sir William Lyons’ belief that “a Jaguar should be a copy of nothing.” Rooted in this philosophy, the new Jaguar identity embodies Exuberant Modernism, which manifests through imaginative designs, bold aesthetics, and a vibrant, emotional connection with its audience.
The rebrand includes an “exuberant color palette” featuring dynamic hues of red, blue, and yellow, avoiding conventional flat tones. Additionally, 16 “Strikethrough” lines—a signature design element—will prominently feature across branding and product lines.
A Glimpse Into the Future: Miami Art Week Debut
The firm’s vision will materialize at Miami Art Week on December 3, where the brand will showcase its new concept vehicle. This physical representation of the revamped Jaguar aims to captivate audiences and set the tone for its electric-only future.
As Jaguar embarks on this transformative journey, the emphasis remains on creating unique, fearless designs that enrich the lives of its community and establish a fresh chapter for the brand.
Why This Rebrand Matters
This bold move not only positions the firm at the forefront of luxury electric mobility but also sets a benchmark in the automotive industry’s approach to design, sustainability, and innovation. By embracing originality and daring creativity, Jaguar reaffirms its place as a trendsetter in an evolving market.