Jaguar has a new identity
Jaguar is reinventing itself, starting with a new logo.
The Jaguar brand you know today is undergoing a massive change, a complete overhaul that will see it roll out a new family of models — all of which will be fully electric — and likely reposition it into new market segments it hasn’t played in before.
Only a few days previously did the first official photos of the brand’s next new model break cover as the car began testing on public roads ahead of a planned 2026 debut. The heavily camouflaged prototype looks like nothing else in the company’s current product portfolio, which is slowly being wound up. Jaguar is essentially running down its inventory and will cease sales of new cars at some stage during 2025 ahead of its big reset.
All we know for now is that the as-yet-unnamed car will be a four-door GT with a fastback rear and long bonnet. It will be built on an all-new platform architecture called JEA (Jaguar Electric Architecture), which is expected to underpin several future models.
Rawdon Glover, Jaguar’s Managing Director, said: “To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”
The new Jaguar Device Mark
What is a Device Mark, you might ask? Well, it’s a fancy way of describing the company logo or brand name, sometimes referred to as a word mark when it appears on a car. Designers created a bespoke font for the new Jaguar brand identity, focusing on modernism and geometric form that blends upper and lowercase characters. The j and r are designed to create a type of symmetry that frames either end of the name. Those two letters will also take the form of an abbreviated logo, which we expect possibly to appear on wheel centre caps.
Another element of the brand’s history and image is the famous ‘leaper,’ which has also received a revamp. Some reductionism has been applied to its appearance, and it now leaps forward—previously, it had appeared to be leaping backwards over the brand name.
A new colour palette will be featured throughout the brand’s design and communication. Having previously become known for mostly reserved and conservative colour choices, Jaguar places exuberant colours as a cornerstone of the brand’s new look. Tonal blocks of blue, red and yellow will always be presented with movement or texture. Alongside this will be the use of a linear graphic referred to as Strikethrough, which will become a common feature across the brand.
A copy of nothing
The company’s founder, Sir Williams Lyons, famously said, “A Jaguar should be a copy of nothing”, and that ethos will be key to how the brand moves forward. That approach will become clearer when Jaguar reveals ‘Copy Nothing’, a public installation for the brand at Miami Art Week starting on 2 December. Central to this art installation will be the Design Vision Concept, which will preview what we can expect from the brand in the future.
Chief Creative Officer, Professor Gerry McGovern OBE, commented: “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.”
If you want to get more of a flavour for the brand’s new-look, check out its website at www.jaguar.com/copy-nothing
Want to hear more about this? Check out the 50to70 podcast episode, where Dave Humphreys and Cormac Singleton discuss the background to this in more detail. Get it here: https://the50to70podcast.podbean.com/e/ep19-the-end-of-jaguar-as-we-know-it-and-what-happens-next/
Why not have a read of our review of the F-Type P450 by clicking here.
