Jaguar Reinvents Itself for an Electric Future

Published 20 November 2024

The iconic Jaguar brand is undergoing a radical transformation, setting the stage for a bold, all-electric future. In preparation for its relaunch, Jaguar has unveiled a new logo, refreshed branding elements, and a striking design philosophy aimed at reclaiming its position as a leader in luxury and innovation. This reinvention, described by CEO Adrian Mardell as “a complete reset,” signals Jaguar’s commitment to both its heritage and a dynamic, contemporary vision.

Symbols of Change: Four Key Design Elements

Jaguar’s rebrand hinges on four “symbols of change” that encapsulate its reinvention:

Device Mark
The brand name will now be displayed in a bespoke font called Exuberant. Written as JaGUar, the design seamlessly blends upper and lower case letters to create a modern yet harmonious aesthetic.

source: Jaguar

Strike Through
A 16-bar horizontal grid will feature prominently in the brand’s visual identity, serving as both a striking backdrop and a “universally recognised symbol” of Jaguar’s new direction.

source: Jaguar

Colour Palette
The updated colour scheme focuses on presenting “texture and movement,” an artistic approach that aligns with Jaguar’s ethos of creating vehicles that are as visually captivating as they are innovative.

Maker’s Mark
This element reimagines the iconic Jaguar Leaper and introduces a medallion-shaped monogram combining the letters ‘j’ and ‘r.’ Together, they pay homage to Jaguar’s storied past while embracing its forward-looking ambitions.

source: Jaguar

“Copy Nothing”: A Bold Ethos for a New Era

Drawing inspiration from the words of its founder, Sir William Lyons, Jaguar’s new tagline, Copy Nothing, reflects its commitment to originality and creative freedom. Marketing slogans like Delete Ordinary and Live Vivid further reinforce this ethos. Jaguar’s reimagined brand is unapologetically daring, blending “exuberant modernism” with Pop Art-inspired campaigns.

The Electric-Only Line-Up

At the heart of this transformation is Jaguar’s decision to transition to an entirely electric vehicle range. The first model to embody this change—a luxurious four-door GT—will debut in 2026. Testing of prototypes has already begun, with the design prototype set to be revealed during December’s Miami Art Week. The new models promise an average price point exceeding £110,000, underscoring Jaguar’s move into the ultra-luxury segment.

According to Managing Director Rawdon Glover, Jaguar deliberately paused the sale of new cars over a year ago to create a clear distinction between its legacy vehicles and its electric future. “We need to change people’s perceptions of what Jaguar stands for,” Glover explained, describing the move as a strategic “fire break.”

A Return to Jaguar’s “Natural Habitat”

Jaguar’s leadership has consistently highlighted the emotional connection its vehicles will offer. Design Chief Gerry McGovern described the brand’s reinvention as a return to its roots, aiming to deliver cars with a “visceral, emotional connection” while making the brand relevant for modern audiences. Meanwhile, Chief Commercial Officer Lennard Hoornik stressed the courage required for such a transformation, declaring, “If a company like Jaguar wants to make radical changes, first, you have to find the guts to do it.”

Mixed Reactions from the Public

The bold changes have sparked lively debates online. While some applaud Jaguar’s audacious vision, others have been sceptical of the rebrand, particularly the updated logo. Social media platforms have been buzzing with contrasting opinions, Elon Musk quipped “Do you sell cars?”.

Nonetheless, Jaguar remains steadfast, with its updated branding described as “unique and fearless.” As the company steps into its next century, it seeks not just to sell cars but to redefine the luxury automotive experience.