Jaguar unveils new logo and look as it prepares for an electric-only future

The British luxury conveyance shaper Jaguar volition motorboat 3 caller electrical cars successful 2026, having taken caller cars disconnected merchantability much than a twelvemonth agone to absorption connected reinventing the brand.

The shaper unveiled a caller logo connected Tuesday arsenic portion of its rebrand, which volition enactment arsenic a “fire break” arsenic it moves towards becoming a afloat electrical luxury brand.

The caller bespoke logo, written arsenic JaGUar, has “seamlessly blended precocious and little lawsuit characters successful ocular harmony”, according to the company.

It debuts alongside a caller prancing “leaper” feline plan embossed connected brass and selling slogans specified arsenic “delete ordinary”, “live vivid” and “copy nothing”.

A caller conception car, showcasing Jaguar’s caller look for the road, volition beryllium unveiled astatine Miami Art Week connected December 3.

Jaguar managing manager Rawdon Glover said taking caller cars disconnected merchantability was “intentional” arsenic it looked to make a obstruction betwixt the aged models and the new-look Jaguars.

He said: “From a selling sense, astatine the moment, determination are tons of radical retired determination that cognize what Jaguar stands for, and really it doesn’t basal for them, and we’ve seen that successful presumption of however they’ve responded to the offering that’s been successful the marketplace for the past 10 oregon 20 years.

“We request to alteration people’s perceptions of what Jaguar stands for. And that’s not a straightforward, casual happening to do. So having a occurrence interruption successful betwixt aged and caller is, actually, precise helpful.”

JLR’s main originative serviceman Gerry McGovern added: “Jaguar has its roots successful originality.

“Sir William Lyons, our founder, believed that ‘a Jaguar should beryllium a transcript of nothing’.

“Our imaginativeness for Jaguar contiguous is informed by this philosophy. New Jaguar is simply a marque built astir Exuberant Modernism. It is imaginative, bold and creator astatine each touchpoint. It is unsocial and fearless.

“We are creating Jaguar for the future, restoring its presumption arsenic a marque that enriches the lives of our clients and the Jaguar community.”

Jaguar besides revealed its Strikethrough branding, 16 bold lines that volition look crossed its selling and products, arsenic good arsenic a JR monogram and an “exuberant colour palette” which uses “red, bluish and yellow” but “never level colours”.