Luxury car maker Jaguar has revealed a new logo and branding ahead of its relaunch as an electric-only brand.
The British carmaker, owned by Tata Motors, will launch three new electric cars in 2026, after pulling out of new car sales more than a year ago to focus on reinventing the brand.
As part of its rebranding, Jaguar unveiled a brand new logo on Tuesday, along with a new prancing “jumping” cat design and marketing slogans such as “removing the ordinary.”
The new bespoke logo, JaGUar writes, features “a seamless blend of upper and lower case characters in visual harmony,” the company said.
Jaguar, which has sites across the country including Warwickshire, Coventry, Solihull and Castle Bromwich, has announced its transition to electric vehicles in 2021.
Managing director Rawdon Glover said the removal of new cars from sale was “intentional” as it sought to create a barrier between older models and new Jaguar vehicles.
“We need to change people’s perception of what Jaguar stands for,” he said.
“And it's not a simple, easy thing to do. So having a firewall between the old and the new is actually very helpful.”
Gerry McGovern, creative director of Jaguar Land Rover (JLR), said Jaguar had “its roots in originality” and that its founder, Sir William Lyons, believed it “should not be a copy of anything” .
The new Jaguar brand was “imaginative, bold and artistic” and “unique and fearless”, he added.
The new brand's first car would be a four-door GT built in Solihull, West Midlands, JLR previously said.
