New look, new era: Jaguar introduces new brand identity for EV transition

ABU DHABI: Jaguar, the well-known British luxury automaker, has introduced a revamped logo as it shifts to an all-electric vehicle lineup. This marks a new era’s beginning for the 102-year-old brand.

Also read: Jaguar set to launch new EV concept in December 2024

The redesigned logo looks very attractive with gold-coloured lettering in a custom font. In lowercase, you can see the brand name "Jaguar", except for the capitalized 'U' and 'G'. The automaker states it to be a "powerful celebration of modernism," emphasizing the perfect balance of symmetry, simplicity, and geometric form while seamlessly blending lowercase and uppercase characters for a harmonious look.

The "leaper," the iconic leaping cat emblem of the Jaguar, has also been updated, calling it a symbol of progress and a "precious mark of provenance". The redesign aligns with Jaguar’s plans to come up in 2026 with three electric vehicles, marking the brand's transition to a fully electric luxury automaker.

Rawdon Glover, Managing Director explained that the slow sales of new cars was the main reason behind the deliberate move to create a distinction between upcoming and old Jaguar models to shift the public's perceptions. 

Gerry McGovern, Chief Creative Officer highlighted the foundation of Jaguar in originality, inspired by the vision of founder Sir William Lyons to "copy nothing." The reimagined brand has been described as fearless, bold, and artistic embodying its legacy of uniqueness.

Also read: Jaguar’s new electric prototype hits public roads for testing