Luxury car manufacturer Jaguar has unveiled a new logo and branding ahead of its relaunch as an electric-only brand.
The British vehicle maker, owned by Tata Motors, will launch three new electric cars in 2026, having taken new cars off sale more than a year ago to focus on reinventing the brand.
As part of its rebrand, Jaguar revealed a brand new logo on Tuesday, alongside a new prancing “leaper” cat design and marketing slogans such as “delete ordinary”.
The new bespoke logo, written as JaGUar, has “seamlessly blended upper and lower case characters in visual harmony”, the company said.
Jaguar, which has sites around the country including in Warwickshire, Coventry, Solihull and Castle Bromwich, announced its transition to electric vehicles in 2021.
Managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create a barrier between the old models and the new Jaguar vehicles.
“We need to change people’s perceptions of what Jaguar stands for,” he said.
“And that’s not a straightforward, easy thing to do. So having a fire break in between old and new is, actually, very helpful.”
Jaguar Land Rover (JLR) chief creative officer Gerry McGovern said Jaguar had “its roots in originality” and that its founder, Sir William Lyons, believed it “should be a copy of nothing.”
The new Jaguar brand was “imaginative, bold and artistic” and “unique and fearless,” he added.
The first car within the new brand would be a four-door GT built in Solihull, West Midlands, JLR previously said.
