Ahead of its relaunch as an electric-only brand, luxury vehicle manufacturer Jaguar has revealed a new logo and branding.
Having taken new cars off sale more than a year ago to concentrate on brand reinventions, the British vehicle manufacturer, owned by Tata Motors, will introduce three new electric cars in 2026.
On Tuesday, Jaguar unveiled a brand-new logo as part of its relaunch, together with a fresh prancing “leaper” cat design and marketing slogans such as “delete ordinary.”.
Written as JaGUar, the business said the new unique logo “seamlessly blended upper and lower case characters in visual harmony”.
Rawdon Glover, managing director, said removing new automobiles off the market was “intentional” since it aimed to separate the old models from the new Jaguar vehicles.
“We have to shift people’s ideas of what Jaguar stands for,” he stated.
“And that is not a simple, quick task. Thus, having a fire break in between old and new is really beneficial.”
Chief creative officer Gerry McGovern of Jaguar Land Rover (JLR) said the company had “roots in originality” and that founder Sir William Lyons thought it “should be a copy of nothing.”
