Jaguar is entering a new era with a refreshed identity as it transitions to an all-electric lineup.
The British automaker has introduced a redesigned logo featuring a modernized font with spaced-out, mixed-case letters. The first electric model under this new vision is set to debut in 2026.
“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,” said Gerry McGovern, Jaguar Land Rover’s Chief Creative Officer. At a press event, McGovern humorously dismissed skepticism about the brand’s bold changes, emphasizing their authenticity.
Jaguar’s new branding embraces “exuberant modernism,” with Pop Art-inspired advertising showcasing colorful fashion alongside serious-faced models. The campaign leans on founder Sir William Lyons’ philosophy that “a Jaguar should be a copy of nothing,” rephrased as “copy nothing” in its updated ethos.
This transformation hints at innovative design directions for Jaguar’s upcoming electric cars, such as the 2026 super-GT, which promises to push the boundaries of the company’s creative vision.
