The British automaker is redefining itself as an ultra-luxury electric vehicle brand, introducing a new set of badges to align with its future Jaguar models.
In recent years, numerous car brands, from Kia to Rolls-Royce, have rolled out updated logos to refresh their identities. Now, Jaguar has joined the trend with what may be its boldest redesign yet, unveiling a completely new logo, wordmark, and typeface.
During a media briefing, Jaguar described its new look as “exuberant, modernist, and compelling.” Acknowledging that such a significant transformation might stir debate, the brand confidently stated it is “not afraid to polarize” with its visual identity. While some may see the new wordmark, blending upper and lowercase letters, as a design triumph, others might find it a step too far.
“A new era begins today for Jaguar,” the brand declares. “The completely transformed Jaguar brand revives an ethos of ‘Copy Nothing,’ a principle rooted in the vision of its founder, Sir William Lyons. This transformation is guided by Exuberant Modernism, a creative philosophy shaping every aspect of the new Jaguar brand. It champions bold design, original thinking, and unexpected ideas, creating a brand identity that commands attention through fearless creativity.” Acknowledging potential mixed reactions to the redesign, Jaguar’s managing director, Rawdon Glover, affirms that the brand is “always at its best when challenging convention.”
Central to this reinvention are two new logos, most notably a sleek wordmark. With its slim, curved letters, it evokes comparisons to the logo for the Dune films. Jaguar describes the wordmark as “a striking celebration of modernism—featuring geometric forms, symmetry, and simplicity—seamlessly blending upper and lowercase characters in visual harmony.”
The redesign also includes a circular ‘JR’ monogram, reminiscent of a signet ring. Jaguar describes it as “a code for expression and a signifier of a completed work, used as a flourish or finishing touch.”
Meanwhile, the classic ‘leaper’ logo will remain on the cars—welcome news, as it’s widely regarded as one of the best automotive logos. However, this updated version integrates the new brand identity’s ‘strikethrough’ graphic element, featuring the leaper set against a series of horizontal lines.
“We’re here to delete ordinary. To go bold. To copy nothing,” Jaguar proclaims on its website. The rebrand certainly lives up to that promise, embracing a strikingly minimalist typeface that diverges sharply from the heritage-inspired trends seen in luxury brands like Rolls-Royce and Burberry, which have revived classic logos. Instead, Jaguar’s new identity leans into the flat, minimal design style that peaked in popularity a few years ago.
Jaguar hints that the visuals revealed today “provide clues for what is to come,” suggesting this is just the beginning of its reimagined identity. How this bold rebrand translates to the cars themselves remains to be seen. On the bright side, the new wordmark is refreshingly legible—a feature not all recent car logo redesigns can claim.
