- Whole new brand identity for Jaguar
- Now written as ‘JaGuar’
- Snarling cat logo jettisoned
- Three new Jag EVs set for 2026
Jaguar’s iconic cat badge will growl no more, after the luxury car brand revealed a ‘completely transformed’ new brand identity.
Jaguar is a manufacturer on the brink of real change.
Barring the F-Pace SUV, the firm has ceased production of new petrol and diesel models as it looks to go electric only - with three new EVs earmarked for 2026.
And when those cars arrive, they won’t be sporting the Jaguar logos and badges we’re all familiar with.
As part of a complete brand reinvention, Jaguar has this week unveiled a ‘fearless’, ‘exuberant’ and ‘compelling’ set of emblems.
Jaguar is now written ‘JaGuar’ in an attempt to neaten-up the typeface.
A ‘maker’s mark’ shows a leaping big cat set against horizontal lines (previously the jaguar was leaping in the other direction).
While a double ‘J’ monogram looks set to replace the snarling cat badge we’ve grown accustomed to seeing on the front of Jaguar bonnets and grilles.
Professor Gerry McGovern OBE, Jag’s Chief Creative Officer, said: “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.”
Rawdon Glover, Managing Director at Jaguar, adds: “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.”
What else do we know about the reinvigorated Jaguar brand? The new breed of EVs won’t be cheap. There will be no such thing as an entry-level Jag.
In an interview with Top Gear.com earlier this year, Glover said of his potential customers, ‘If it doesn’t make them want to pay £120,000 we don’t do it’.
Full details are set to be revealed at the Miami Art Show at the beginning of December.
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