Jaguar causes a stir with new brand identity

An all-new brand identity for Jaguar has been revealed, ahead of the firm’s reinvention as an all-electric car company from 2026.

The transformation is a complete reimagination of the brand, say bosses, based around a philosophy of ‘Exuberant Modernism’.

The eye-catching look of the new brand has already caused a stir on social media, giving Jaguar headlines it has not seen for years.

Four key symbols of the new brand have been revealed, incorporating a new typeface (or ‘device mark’), exuberant colours, a ‘strikethrough’ graphic and a reimagination of the Jaguar leaper as a so-called ‘maker mark’.  

"Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’," says JLR chief creative officer Gerry McGovern.

"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."

"New Jaguar is a brand built around exuberant modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless."

The reveal comes as Jaguar stops sales of all its existing cars. From now, customers can only buy secondhand models including the Jaguar F-Pace, Jaguar I-Pace and Jaguar F-Type.

Bizarrely, this strange situation, along with the bold new logo and brand pictures, led to Tesla boss Elon Musk to respond on X, asking: “Do you sell cars?”

The post has so far been seen 2.1 million times.

While Jaguar indeed isn’t selling cars for the moment, it has confirmed it will reveal the first new electric concept on 2 December at Miami Art Week. The Design Vision Concept, it says, "will be a preview of the fearless approach to come from Jaguar".

Prototypes have already hit the roads, showcasing bold proportions including an extra-long wheelbase and the return of the long Jaguar nose, made famous by the E-type.

Jaguar says the first car from its new electric range will be a 4-door GT. 

"Jaguar was always at its best when challenging convention. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation," says MD Rawdon Glover.