Jaguar a new era begins. And he does it with a radical turn to your brand and visual identity. With a rebranding, the luxury automobile company materializes a transformation process in which it has been working in recent years and which has had complete electrification of its proposal as a central axis.

With a view to launching its line of fully electric cars at the end of 2025 or beginning of 2026, and with the intention of connecting with new segments of audiences interested in the future of mobility, Jaguar has carried out a relaunch of its brand. The change includes new concepts, logos and color palette.

As the company has stated in a statement, the transformation has been carried out in the spirit of the philosophy “Copy nothing”which evokes the words of Jaguar founder Sir William Lyons. The redesign has been defined by the “exuberant modernism”, which is based, as they explain, on “bold designs, unexpected and original thinking, creating a brand character that will attract attention through bold creativity”.

“To bring back such a globally recognized brand, we had to be bold.
Jaguar was always at its best when it defied convention“said Rawdon Glover, CEO of Jaguar. “This is a hard reset. Jaguar transforms to recover its originality and inspire a new generation“.

“It is a reinvention that recovers the essence of Jaguar, returning the values ​​that once made it so beloved, but making it relevant for a contemporary audience.“commented Gerry McGovern, Creative Director of Jaguar. “We are building Jaguar for the future, regaining its status as a brand that enriches the lives of our customers and community.”.

Jaguar’s new identity

This intention has been sought to be translated into a completely new brand identity that aims to establish the unique character of Jaguar through a new visual language. As the brand explains, there are four clear symbols of change, in which the values ​​of the company’s new era have been reflected. These are:

The logo

The newor logo Jaguar is the expression of its name through a modernist aesthetic. Thus, the naming is reflected in geometric shapes, marked by simplicity and symmetry, and combining upper and lower case characters that coexist in visual harmony.

The linear pattern

Jaguar has opted for a linear pattern to frame your designs. He assures that it generates “an unmistakable presence” and “an immediately recognizable image” that will make Jaguar stand out above the imitation and the ordinary.

Lush colors

Rebranding is also based on a palette of striking colorswhich want to convey the brand’s association with art, and which will be used in creative and forceful ways. These are the primary colors (yellow, red and blue), and their derived tones, which will be presented along with textures and movements.

Other symbols

Despite the change, Jaguar is not getting rid of its iconic feline, which it claims is a representation of excellence and distinctive seal of the brand. It will be used as an ornament, and represents a jaguar on the aforementioned linear pattern.

Jaguar has also created a monogram, composed of the letters J and R wrapped in a circle, and which will express the brand in a more concise, but equally sophisticated way.

The company has announced that it will present the entire rebranding concept on December 2 at the Miami Art Week, where he will perform an artistic installation to express his new brand, his philosophy of exuberant modernism, and his “Copy Nothing” concept. He points out that his participation in the event will establish his defense of artistic expression, sharing space with new and innovative emerging artists.

With this redesign, the luxury automobile company follows in the footsteps of many other brands in the sector that have made changes to their identities to reflect their commitment to the electrification of their vehicle fleets. In the case of Jaguar, furthermore, the transformation implies a relaunch that seeks recover market share. According to reports Fast Companythe company has not gone through its best business moment in recent years: in 2023 it sold 43,000 vehicles globally, compared to 179,000 in 2017.