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Friday, Feb 06, 2026
Outside the box.
Jaguar Unveils New Logo in Electric-Only Rebranding
Luxury automaker Jaguar introduces a new logo and branding amidst transition to electric vehicles.
Jaguar, the British luxury car manufacturer owned by Tata Motors, has announced a new logo as part of its rebranding as an electric-only brand.
The rebranding highlights include a distinct bespoke logo spelled as 'JaGUar,' a fresh 'leaper' cat design, and marketing slogans like 'delete ordinary' and 'copy nothing.' The change emphasizes the English pronunciation 'Jag-you-are' over the American 'Jag-wahr.' This step aligns with the company's shift to electric vehicles, initially announced in 2021, with plans to launch three new electric models by 2026.
Jaguar's chief creative officer, Gerry McGovern, stated that the reimagining seeks to reinvigorate core brand values for contemporary audiences.
Jaguar is discarding its longstanding 'Leaper' logo in favor of the new badge.
Managing Director Rawdon Glover describes the rebranding as the 'biggest step change' in Jaguar's history, indicating it is an opportunity to redefine the brand identity.
The first public showcase of the new brand identity is scheduled for a Miami Art Week event on December 2.
Despite these developments, social media reactions have been mixed, with users expressing skepticism.
Some have questioned the absence of cars in promotional content, to which Jaguar responded by reaffirming their commitment to the new brand direction.
The rebranding highlights include a distinct bespoke logo spelled as 'JaGUar,' a fresh 'leaper' cat design, and marketing slogans like 'delete ordinary' and 'copy nothing.' The change emphasizes the English pronunciation 'Jag-you-are' over the American 'Jag-wahr.' This step aligns with the company's shift to electric vehicles, initially announced in 2021, with plans to launch three new electric models by 2026.
Jaguar's chief creative officer, Gerry McGovern, stated that the reimagining seeks to reinvigorate core brand values for contemporary audiences.
Jaguar is discarding its longstanding 'Leaper' logo in favor of the new badge.
Managing Director Rawdon Glover describes the rebranding as the 'biggest step change' in Jaguar's history, indicating it is an opportunity to redefine the brand identity.
The first public showcase of the new brand identity is scheduled for a Miami Art Week event on December 2.
Despite these developments, social media reactions have been mixed, with users expressing skepticism.
Some have questioned the absence of cars in promotional content, to which Jaguar responded by reaffirming their commitment to the new brand direction.
