Jaguar has revealed a new logo and branding as part of its upcoming transition to an electric-only brand.
The iconic British automaker, now part of Tata Motors, is preparing to launch three new electric vehicles in 2026. This move follows more than a year of halting the sale of new cars to focus on redefining its brand and direction.
On Tuesday, Jaguar unveiled its new logo, which features a modern design with the brand’s name stylized as “JaGUar,” combining upper and lowercase letters in a seamless, visually balanced way. Along with the new logo, the company introduced a refreshed “leaper” cat emblem and marketing messages such as “delete ordinary.”
The company’s shift to electric vehicles was first announced in 2021, with plans to reshape the brand’s identity. Jaguar’s Managing Director, Rawdon Glover, explained that taking new cars off the market was a strategic decision to distinguish the new era of Jaguar vehicles from the old models. “We need to change people’s perceptions of what Jaguar stands for,” Glover stated. “And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Gerry McGovern, Chief Creative Officer at Jaguar Land Rover (JLR), emphasized that Jaguar’s legacy is rooted in originality, quoting founder Sir William Lyons, who believed the brand “should be a copy of nothing.” He described the new Jaguar brand as “imaginative, bold and artistic,” and one that is “unique and fearless.”
The first electric vehicle under this new vision will be a four-door GT, which will be produced in Solihull, West Midlands, marking the beginning of a new chapter for the renowned luxury brand.
