- Jaguar prepares for the next chapter in its history with a completely overhauled brand identity.
- The new logo and graphics will be applied on the upcoming Jaguar Design Vision Concept.
- The company is developing three production EVs, all set to debut before the end of the decade.
Jaguar has unveiled its overhauled branding identity, marking the beginning of its EV-only era. The British marque showed off its slick new logo ahead of the December 3 reveal of the Jaguar Design Vision Concept—a precursor to a production luxury electric sedan that will follow in 2025.
The company says the reinvention is grounded in the philosophy of its founder, Sir William Lyons, who famously declared, “A Jaguar should be a copy of nothing.” The updated design language and graphics aim to communicate Jaguar’s transformation, both stylistically and in terms of its ambition to reclaim its place in the luxury market.
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The refreshed identity centers around four core design elements. First is the “Device Mark”, a minimalist new logo rendered in a distinctive typeface, notable for its symmetry and restraint. Then comes the “Strikethrough,” a horizontal graphic motif that seems destined to leave its mark (pun intended) on future models. Then we have the “Exuberant Colors”, which show Jaguar’s association with art. Finally, the “Makers Marks” are two symbols – Jaguar’s traditional leaper, and a new monogram incorporating the letter j (and, possibly, r, though we can’t be sure since, with that font, it’s basically an inverted “j”).
These visual updates will debut on the upcoming concept vehicle and trickle down to the trio of all-electric production cars Jaguar has promised to launch before 2030.
Professor Gerry McGovern, Jaguar’s Chief Creative Officer, said: “This is 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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
Jaguar’s Chief Creative Officer, Professor Gerry McGovern, describes this rebranding as a return to the brand’s roots, with an eye fixed on the future. “This is 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,” he said. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
Meanwhile, Managing Director Rawdon Glover called the transformation a “complete reset,” adding that the team had to be “fearless” in its execution.
To accompany the unveiling of the Jaguar Design Vision Concept, the brand will host a series of gallery exhibitions in Miami across two separate locations. The displays will feature works of “ground-breaking emerging artists who share its ethos of Copy Nothing”.
