Jaguar has officially revealed a complete overhaul of its branding identity, signaling the start of its transition to an all-electric lineup. The British automaker introduced a bold new logo in anticipation of the highly awaited Jaguar Design Vision Concept, set to debut on December 3.
This concept car will give a glimpse into a future luxury electric sedan slated for production in 2025, as part of the brand’s ambitious plan to redefine itself in the luxury electric vehicle market.
In addition, the rebranding is deeply rooted in the philosophy of Jaguar’s founder, Sir William Lyons, who once famously stated, “A Jaguar should be a copy of nothing.” The updated design language, which includes a fresh logo and new graphics, reflects the company’s determination to return to its heritage while embracing a future-focused approach. Jaguar aims to capture its past allure while meeting the evolving tastes and expectations of the luxury market.
The refreshed identity is anchored around four key design elements:
- Device Mark: A minimalist logo that features a distinctive typeface, emphasizing symmetry and restraint.
- Strikethrough: A bold horizontal graphic motif that aims to become a signature element of future Jaguar models.
- Exuberant Colors: These colors symbolize the brand’s connection to art.
- Makers Marks: This includes Jaguar’s iconic leaper and a new monogram that features the letter “j.”
These visual elements will first appear on the Jaguar Design Vision Concept and will gradually roll out across Jaguar’s electric vehicles, with a total of three all-electric models expected before 2030.
Jaguar’s Chief Creative Officer, Professor Gerry McGovern, described the rebranding as a return to the brand’s original ethos while positioning it for the future. “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,” McGovern said. He emphasized the brand’s goal of restoring Jaguar’s status as a symbol of luxury that enriches the lives of its customers.
Managing Director Rawdon Glover referred to the rebranding as a “complete reset,” acknowledging the boldness required to transform the brand. To complement the unveiling of the new design language, Jaguar will host a series of gallery exhibitions in Miami, showcasing works from emerging artists who embody the brand’s ethos of originality and innovation.
