Jaguar going all-in on EVs, overhauls brand identity

Jaguar transforms itself with new brand identity, four key symbols of change

It seems Jaguar is keeping its promise of becoming an EV-only brand starting in 2025. Whereas most automakers have scaled back their EV ambitions, Jaguar is going all-in.

The automaker is proud to announce that a new era has begun for Jaguar as the brand is set to recapture its original ethos to “Copy Nothing” which traces its roots back to the words of its founder, Sir William Lyons.

With an overhauled brand identity, Jaguar seeks to embrace bold designs, unexpected and original thinking, and create a brand character that will command attention through fearless creativity. To do this, the reimagined Jaguar brand revealed several symbols of change to highlight the automaker's transformation.

“Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold, and artistic at every touchpoint. It is unique and fearless. 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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” said Professor Gerry McGovern OBE, Chief Creative Officer at Jaguar.

First is Jaguar's new Device Mark which celebrates modernism. It features a geometric form, symmetry, and simplicity. The result is an unexpected blending of the upper and lowercase characters in visual harmony.

Next is the new strikethrough which has a bold linear graphic that showcases Jaguar's presence and recognizable visual for the Jaguar brand. This is then complemented by the new Maker's Mark which shows a reimagined Jaguar “leaper” - representing the brand always “leaping forward”.

Last but not least are the Exuberant Colors which will become a cornerstone of Jaguar's new brand identity. The new primary colors feature a more vibrant hue and showcase the primary colors – yellow, red, and blue.

“To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar,” said Rawdon Glover, Managing Director of Jaguar.

On December 2, 2024, Jaguar will be present at this year's Miami Art Week in Florida and will feature their new “Exuberant Modernism” creative philosophy as well as debut the Design Vision Concept. Ultimately, Jaguar's transformation will translate into three production EVs which are all set to debut in the future.