Jaguar launches new logo and branding for its ‘electric era’

Luxury carmaker Jaguar is about to enter a new era, and what better way to do it than a fresh new logo and branding makeover?

Yes, the iconic Jaguar logo is no more, and a new design-based approach will take over the brand’s future cars — which are all electric, by the way.

The automaker is going all-in on making ultra-luxury EVs, which is why they are getting a new identity.

The new logo has received mixed reactions, and it is now stylized as ‘JaGUar’ — but that’s intended.

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A new era for Jaguar

The British luxury automaker unveiled its new brand identity recently, and it’s much more than just a simple logo refresh.

Although the masses have identified the brand with the prancing cat for ages, a new breed of the ‘leaper’ cat will take its place.

However, the wild animal won’t be shown anywhere near the actual logo itself.

Instead, future EVs will have the design embossed on brass, and the automaker calls this design ‘Strikethrough.’

The primary logo consists of a new typeface, which spells out the brand name in a mix of lowercase and uppercase characters.

There’s also a ‘secondary logo’ that will most likely become a badge, a circular design that draws the letters ‘J’ and ‘R.’

Making way for the upcoming EVs

We’ve seen several big-name carmakers refresh logos this year, but this one is perhaps the most daring yet.

For instance, the Lamborghini logo underwent a subtle update for the first time in 20 years.

Mazda also trademarked a logo with an all-new design earlier this year.

However, JLR means business.

We already know there’s an upcoming Jaguar ‘Taycan killer’ in the works, and it will most certainly feature these design changes.

The British automaker also has more plans for new EVs coming in 2026, which is why it wanted a fresh start.

“Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months,” Jaguar Managing Director Rawdon Glover said.

Sales of all previous models were paused a year ago so the brand could have a buffer to accommodate a new era of cars.

The carmaker will reveal more information about its future at a scheduled event on December 2.