Jaguar’s Bold New Look: A Fresh Identity for Its Electric Era

SAUDI ARABIA : Jaguar unveils a sleek new logo, signaling its bold shift towards an all-electric future while honoring its legacy.  

• Jaguar introduces a redesigned logo with custom gold font for its EV transition.
• The iconic "leaper" emblem has also been updated as a symbol of progress.
• The brand aims to launch three electric vehicles by 2026.
• The new identity reflects Jaguar’s fearless, artistic, and modern approach.

Jaguar, the iconic British automaker, is embracing a new chapter in its 102-year history. With a refreshed logo and an ambitious plan to transition to an all-electric lineup, the brand is setting its sights on a bold, modern future. This redesign not only showcases Jaguar’s commitment to innovation but also pays tribute to its rich heritage of originality and elegance.  

A Sleek New Logo for a New Era

The revamped Jaguar logo introduces a custom gold-colored font, blending capitalized ‘U’ and ‘G’ with lowercase letters to create a harmonious and symmetrical design. This fresh look has been described as a “celebration of modernism,” emphasizing simplicity and geometric precision.  

Alongside the updated lettering, the iconic leaping cat emblem—known as the "leaper"—has been refined to symbolize progress and remain a “precious mark of provenance.” Together, these design changes reflect Jaguar’s aspiration to redefine luxury in the electric age.  

Aligning with the Electric Transition

The logo redesign aligns with Jaguar’s plan to become a fully electric luxury automaker by 2026. This includes the launch of three electric vehicles that aim to distinguish the brand from its competitors.  

Rawdon Glover, Managing Director of Jaguar, noted that slow sales of new models had prompted the deliberate move to create a clear distinction between Jaguar’s upcoming EVs and its existing lineup. The new branding represents a shift in public perception, emphasizing Jaguar’s forward-thinking approach.  

Honoring Legacy with a Fearless Vision

Jaguar’s bold reimagining draws inspiration from its founder, Sir William Lyons, whose philosophy was to “copy nothing.” Chief Creative Officer Gerry McGovern highlighted the brand’s originality and fearless creativity, describing the updated identity as bold, artistic, and unmistakably Jaguar.  

The combination of innovative design and commitment to electric mobility ensures that Jaguar’s legacy of uniqueness and luxury remains intact as it steps into the future.  

Jaguar’s new brand identity marks the beginning of an electrifying era, blending modern design with its storied legacy. With its refreshed logo and plans for a fully electric lineup, Jaguar is poised to redefine luxury in the automotive industry, remaining true to its heritage while embracing innovation.