Currently reading: Jaguar reveals new logo and branding for EV reinvention

Four new design elements are “a reimagining that recaptures the essence of Jaguar"

JLR has adapted its 90-year-old Jaguar brand for “the second century”, with four new design elements that are called “symbols of change” for the marque.

The British car maker last week began testing prototypes of its four-door GT model on public roads, the first of three models to launch in 2026, and plans to reveal a design prototype during December’s Miami Art Week which will set the tone for the brand’s complete electric rebirth.

The first is a ‘Device Mark’, in effect a new font (called Exuberant) in which the word ‘Jaguar’ will be displayed. 

The second is a 16-bar grid of horizontal stripes called a ‘Strike Through’, which will become both a background and a “universally recognised symbol” of the new cars. 

The third is a new colour palette used on the upcoming concept and intended to “present texture and movement”. 

And the fourth is the ‘Maker’s Mark’, which has two elements. The first is a traditional Jaguar ‘Leaper’, now redesigned. The second is a medallion shaped “monogram” combining ‘j’ and ‘r’ in a circular surround. 

“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 design boss Gerry McGovern. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

Speaking at an exclusive event earlier this month at the inner sanctum of JLR’s Gaydon design studio, chief commercial officer Lennard Hoornik said that if a company like Jaguar wanted to make radical changes, “first, you have to find the guts to do it”. 

More generally, CEO Adrian Mardell described Jaguar’s changes as “a complete reset” and asserted that “this time, we’re going to do something spectacular.” Jaguar MD Rawdon reiterated the “fearless” remark, and said the aim was to take Jaguar “back to its natural habitat”, a move that would unashamedly take the cars to an average price point more than double the £55,000 held by the outgoing cars. He promised cars with “a visceral, emotional connection with the driver”.

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Addressing criticism that the new Jaguars would be EV-only, Glover urged commentators to avoid “thinking 2024” but to recognise that the first car would have a seven or eight year life from late 2026, at which stage the world’s four million fast chargers would have grown to 15 million. In any case, the first Jaguar – the super-GT – would have a battery range of around 430miles, and would be able to accept 200miles of charge in 15 minutes.         

Steve Cropley

Steve Cropley Autocar
Title: Editor-in-chief

Steve Cropley is the oldest of Autocar’s editorial team, or the most experienced if you want to be polite about it. He joined over 30 years ago, and has driven many cars and interviewed many people in half a century in the business. 

Cropley, who regards himself as the magazine’s “long stop”, has seen many changes since Autocar was a print-only affair, but claims that in such a fast moving environment he has little appetite for looking back. 

He has been surprised and delighted by the generous reception afforded the My Week In Cars podcast he makes with long suffering colleague Matt Prior, and calls it the most enjoyable part of his working week.

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Cobnapint 19 November 2024
Toe curling error number one - he said 'reimagining'.
Symanski 19 November 2024

I just seen their advert on Instagram and thought it was from United Colours of Bennetton.   I shared it with my brother and he replied "What the actua f***".   Honestly, what a disaster.

 

This is them wanting to sell £100k slabs to customers.  Doubling down on art house advertising and woke rebranding.   It's not going to end well.

 

Jaguar needed to fire their marketing department and find new management, instead they bring this out.   It's not rearranging the deck chairs, it's aiming for the ice berg and setting all ahead full.

 

Copy of nothing, builder of nothing, seller of nothing.

Peter Cavellini 19 November 2024

Of the three the horizontal stripes with the leaping Jaguar is the best of them, the other two, the J's just don't say Jaguar, the other is an unusual font, wouldn't even suggest a car to me if I saw it on a page on its own,whereas the leaping Jaguar would.