Jaguar, the iconic British carmaker, has unveiled a fresh logo as part of its shift into a new era focused on electric vehicles. The luxury brand, which has been around for 102 years, is swapping its old all-capitalized logo for a sleeker, modern design that emphasizes its British roots.
The updated logo plays on the traditional British pronunciation of the brand’s name, “Jag-you-are,” moving away from the Americanized “Jag-wahr.” The new design features gold-colored letters in a custom font, blending lowercase and uppercase elements. Notably, the “G” and “U” are emphasized to add a unique and artistic touch.
Jaguar also reve aled other changes to its branding, including a redesigned “Leaper” logo, the pouncing cat that has long been associated with the company. This will now be replaced by a badge featuring a new monogram that combines the letters “J” and “R.”
“This is more than just a logo change,” said Gerry McGovern, Jaguar Land Rover’s chief creative officer. “It’s about bringing Jaguar back to its roots while making it modern and relevant for today’s world.”
Jaguar is best known for its luxury sedans and race cars, but the company is undergoing a major transformation. In the U.S., it now sells only one model, the F-Pace SUV, and has stopped selling cars entirely in the UK as it prepares to launch an all-electric lineup. The first electric Jaguar under this new vision is expected to hit production in 2026.
Jaguar plans to showcase its revamped branding at the Miami Art Week on December 2, giving fans a first look at how the changes will appear on future vehicles. With this bold rebranding, Jaguar aims to honor its storied history while embracing a sustainable and innovative future.