Introduction
Jaguar is starting a new chapter with a brand-new logo that highlights its upscale British style as it moves towards making only electric cars.
A New Logo for a New Era
The 102-year-old luxury car company is changing its old, all-caps logo to a new, modern design, which the company describes as a “powerful celebration of modernism.” This change is part of Jaguar’s larger plan to become an electric car company, as announced on Tuesday.
The updated logo also emphasizes the classic British way of pronouncing the brand name — “Jag-you-are” instead of the American “Jag-wahr.”
Streamlined Model Lineup
Jaguar, known for its fast race cars and elegant sedans, has cut down to just one model in the U.S., the F-Pace SUV, and has stopped selling cars in the UK as it works to reinvent itself as an electric car company. The first electric car under this new plan is expected to start production in 2026. See the link, The Jaguar F-Pace will be axed globally in early 2026, JLR CEO Adrian Mardell has confirmed, after it was pulled from sale in the UK.
Modern Design and Branding
The new gold-colored logo features custom typography with a mix of uppercase and lowercase letters, with only the “G” and “U” in uppercase. According to Jaguar, this combination of letters is meant to create an “unexpected visual harmony” that aligns with the brand’s new direction.
In addition to the updated lettering, Jaguar has redesigned its famous “Leaper” logo — the iconic jumping cat — and introduced a new symbol that incorporates the “J” and “R” from the brand name. The traditional Leaper badge, which has adorned Jaguar cars for many years, is being replaced by this new symbol.
Capturing the Essence of Jaguar
“This is a reimagining that brings back what made Jaguar special while also making it relevant for today,” said Gerry McGovern, Jaguar Land Rover’s chief creative officer, in a press release.
McGovern even joked during an event, “We haven’t been sniffing the white stuff — this is real,” as reported by Car Dealer Magazine.
Debut at Miami Art Week
The new logo and branding will be officially revealed on Jaguar’s cars at an event during Miami Art Week on December 2.