Jaguar has introduced a new logo that highlights its refined British pronunciation as the brand enters a “new era” focused on its forthcoming all-electric vehicle lineup.
A Modern Take on a Classic Brand
The 102-year-old luxury automaker is replacing its previous logo, which featured all capital letters, with a design described as a “powerful celebration of modernism.” The announcement was made on Tuesday.
The pronunciation shift reflects a transition from the American “Jag-wahr” to the more traditional British “Jag-you-are.”
Focus on Electric Vehicles
Traditionally known for its high-end race cars and luxurious sedans, Jaguar has streamlined its offerings to just one model in the U.S. market: the F-Pace SUV. The brand has also ceased selling cars in the British market as it pivots towards becoming an electric vehicle manufacturer. The first electric vehicle from this reimagined lineup is slated to enter production in 2026.
Logo Design Details
The new logo features gold-colored letters in a custom font, which are spaced out and presented in lowercase, with the exception of the “G” and “U.” This design choice aims to create a harmonious blend of upper and lowercase characters. Alongside the logo, Jaguar has redesigned its iconic pouncing cat logo, known as the “Leaper,” and introduced a new monogram that incorporates the letters “J” and “R” from the brand name. Notably, the Leaper, which has been a fixture on Jaguar vehicles for decades, is being replaced by this new badge.
Capturing Jaguar’s Essence
“This reimagining recaptures the essence of Jaguar, returning to the values that once made it beloved while making it relevant for a contemporary audience,” said Gerry McGovern, Jaguar Land Rover’s chief creative officer, in a press release. He humorously remarked at a press event that Jaguar has “not been sniffing the white stuff — this is real,” according to Car Dealer Magazine.
Upcoming Reveal at Miami Art Week
The complete visual identity of the new branding will be showcased during the Miami Art Week event on December 2.
