The new logo by Jaguar is already raising a storm- quite literally looking at the reactions to the unveiling of the new brand identity. Jaguar is erasing its past and the luxury brand is looking to enter an all-electric future with a bevy of new launches in this space. The British brand has shown its new logo and the new ‘leaper’ which mimics the classic Jaguar hood ornament of the past. Rather interestingly, the logo is spelled out in upper- and lower-case letters while giving a new look to the traditional Jaguar lettering. The new brand identity also uses colors like yellow, red, and blue to be presented with texture or movement. The brand known for its iconic sports cars like the E-Type has stopped selling cars as it pivots to an all-electric future making it a more upmarket Bentley rival too.
The brand language now says ‘Copy Nothing’ with a radical new approach to the design theme by Jaguar. The future all-electric Jaguar will be a luxurious GT at first and the global unveiling will be at the Miami Art Week on 2nd December. The design vision concept will showcase the direction in which the brand would be headed with a trio of new electric cars starting with the first production car by 2026. The first all-new Jaguar would be a sleek Porsche Taycan rival in being a fast electric GT of sorts with new edgy lines and a dual motor configuration.
“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.
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.” says Professor Gerry McGovern OBE, Chief Creative Officer
It seems this is a radical overhaul of a much-loved British brand but we are indeed excited to see what the concept looks like in 2026 when the first production electric Jaguar rolls into the showrooms.
