Jaguar Unveils New Logo as It Prepares for Electric Future

Jaguar is undergoing a significant transformation, positioning itself as a high-end, all-electric luxury brand. This shift is highlighted by the introduction of new logos, leading up to the release of the Jaguar Design Vision concept car. Aiming to compete with British luxury brands like Bentley and Rolls-Royce, Jaguar’s rebranding is guided by a philosophy focused on exuberance, modernism, and compelling design. These changes signal a break from the past and the beginning of a new chapter. The Jaguar Design Vision concept will offer a preview of the brand's electric future, featuring innovative design and technology. As Jaguar moves forward, it seeks to redefine luxury and performance.

New Style

Jaguar's new brand identity includes four main elements: two logos, a typeface, a colour palette, and a graphic code called "strikethrough." The typeface, referred to as a "device mark," combines uppercase and lowercase letters to spell out "Jaguar." It is displayed in gold on a white background with horizontally aligned rectangles.

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The background is an example of the "strikethrough" graphic code, which consists of horizontal lines within a rectangular frame. The "strikethrough" also appears in the redesigned "leaper" logo, an updated version of the jaguar mascot. The new "leaper" logo presents a more angular representation of the pouncing cat.

The jaguar face logo, which has been used on the grilles of Jaguar cars for the past two decades, is replaced by a new circular badge. The emblem features the letters ‘J’ and ‘r’ in brass within a circle, linked by a curved border. The logos are complemented by a new colour palette, based on primary colours—red, blue, and yellow—that reflect the value of ‘exuberance’.

The Jaguar EV

Jaguar has not yet revealed how its new logos will appear on future cars, but more details will come when the automaker shows a "design vision" concept car at Miami Art Week on December 2. The concept will give a first look at the first car in Jaguar's updated lineup, which started public road testing last week, with teaser images of an electric four-door grand tourer in camouflage.

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The car is expected to go into production by the end of 2026. Jaguar shared that its electric platform will aim for a range of up to 692km and the ability to add 321km of range in 15 minutes with a Level 3 fast charger.

Jaguar is focusing on design, saying its electric cars will stand out with a unique look. The company criticized the current EV market for its high-riding, aerodynamic designs and plans to offer cars with a lower, longer shape.