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Jaguar Introduces Refreshed Brand Identity and New Logo For Electric Vehicle Era
British carmaker Jaguar has introduced a refreshed brand identity, marking a significant shift as it gears up to exclusively produce electric vehicles from 2026. The first new all-electric Jaguar, a luxury GT will make its debut on the 2nd of December at the Miami Art Week.
The company is currently in the final sales phase of its F-Pace EV model, with international sales expected to wrap up by the end of this year. Other ICE models are expected to continue to be available until 2025.
To mark the shift towards being an all-electric luxury marque, Jaguar has revealed four new symbols that establishes its unique character. Theses four symbols include the Device Mark, the Strikethrough, an exuberant Colour palette and Makers Marks including the new "Leaper".
The Device Mark, or as we regular flk would call it the brand signature features a mix of upper and lower cased letters spelling out the Jaguar name in the carmaker's new signature font and features a capped G in the centre. The Maker's mark includes the reimagined Jaguar "leaper" which the firm claims is always leaping forward and is a precious mark of provenance for the brand.
The leaper can also be seen on the Strikethrough, taking centre stage through the 16 horizontal lines that make up the mark. Finally, the firm has also revealed a monogramm, which features the first and last letter of the stylized Jaguar nameplate and looks something we think would make look brilliant on the centre caps for alloy wheels.
Speaking about Jaguar's new identity, Professor Gerry McGovern OBE, Chief Creative Officer, Jaguar said, "Jaguar has its roots in originality. Sir William Lyons, our founder, believed that 'A Jaguar should be a copy of nothing'. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless. 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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."
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