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The Roaring Jaguar emblem, featuring a roaring cat’s face, and the 3D leaper that once adorned bonnets have been retired.
Jaguar plans to use vibrant, textured colours as a key part of its new identity. (Photo: Car & Driver)
Jaguar, now reinventing itself as an electric-only carmaker, has unveiled a sleek new logo alongside key elements of its revamped brand identity.
Jaguar New Logo: All You Need To Know
The Jaguar name now features a modern font with rounded, open shapes. This modern design, called the Device Mark, mixes upper and lower-case letters to give the brand a fresh, approachable feel.
According to Autocar, one standout addition is the “Artist Mark,” a monogram featuring the letters “j” and “r” from the updated font, enclosed within a circle. The logo has been designed in such a way that it appears upright even when flipped upside down.
Another fresh feature is the “Strikethrough,” a series of horizontal lines that can either stand alone or integrate with other elements.
So far, Jaguar has revealed two versions:
- A single line holding the new lettering.
- A line featuring the iconic leaping cat logo.
Moving on, when the Strikethrough incorporates the leaper, it is called the “Makers Mark.” The leaper remains the only element retained from Jaguar’s earlier branding.
Besides this, Jaguar’s new identity will also feature bright, energetic colours paired with textures or movement.
Also, the Roaring Jaguar monogram and the 3D leaper emblem previously seen on Jaguar car bonnets will not be seen anymore.
Explaining this shift, Jaguar’s Managing Director Rawdon Glover said, “We can’t present a bold new Jaguar by only looking to the past. While we honour our heritage, the leaper remains but in a fresh new style,” as quoted by Autocar.
Jaguar will unveil more details about this transformation at the Miami Art Week on 2nd December. Recently, the production version of the EV has already been spotted testing on public roads. This new concept car witll showcase the brand’s vision for its future electric models.
