Luxury car manufacturer Jaguar has unveiled a new logo and branding ahead of its relaunch as an electric – only brand.
The company’s new logo consists of gold custom-font letters that spell out Jaguar in lowercase, except for the G and U, which the company claims demonstrates the “unexpected by seamlessly blending upper and lowercase characters in visual harmony.”
The pouncing cat logo, called the “leaper,” has also been changed. The company says the new logo is a “powerful celebration of modernism.”
The British vehicle maker, owned by Tata Motors, will launch three new electric cars in 2026, having taken new cars off sale more than a year ago to focus on reinventing the brand.
Managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new Jaguar vehicles.
“We need to change people’s perceptions of what Jaguar stands for,” he said.
“And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Jaguar’s Chief Creative Officer, Professor Gerry McGovern, describes this rebranding as a return to the brand’s roots, with an eye fixed on 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,” he said. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.
Meanwhile, Managing Director Rawdon Glover called the transformation a “complete reset,” adding that the team had to be “fearless” in its execution.
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