Jaguar has revealed a sleek new logo and brand identity as it accelerates its transition toward an all-electric future. The revamped design, which emphasizes modernity and elegance, is part of a broader effort by the iconic British automaker to redefine itself as a luxury electric vehicle (EV) brand and compete in the rapidly evolving automotive market.
The new logo features a streamlined, minimalist take on the leaping Jaguar emblem, signifying agility, speed, and sophistication—qualities that have long defined the brand. This fresh aesthetic is intended to reflect Jaguar’s commitment to cutting-edge technology, sustainability, and luxury craftsmanship as it moves away from traditional combustion engines. The rebranding effort also includes updated typography and a refined visual identity for its showrooms and digital platforms, ensuring a cohesive image that resonates with modern consumers.
Jaguar’s bold shift is part of its “Reimagine” strategy, a multi-year plan to produce only fully electric vehicles by 2025. The company aims to compete with leading luxury EV makers by offering high-performance models that embody exclusivity, design innovation, and sustainable luxury. Thierry Bolloré, CEO of Jaguar Land Rover, described the new logo and direction as a “visionary step” to position Jaguar at the forefront of the luxury electric market.
The unveiling of the updated branding signifies Jaguar’s intention to not only retain its legacy of performance and craftsmanship but also appeal to a new generation of environmentally conscious luxury buyers. This transformative move reinforces its ambition to lead the future of electric mobility.
