Jaguar rebrands itself for EV-only era, focusing on ‘Exuberant Modernism’ – new logo, visual language

Jaguar has announced an overhaul of its brand image as it marks the start of a new era as an EV-only carmaker, which was heralded by its Reimagine strategy announced way back in 2021.

The transformation is defined by ‘Exuberant Modernism’, which it says is a creative philosophy that underpins all aspects of the new Jaguar world. “It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity,” the company said in its release.

This reinvention is also grounded in the philosophy of company founder Sir William Lyons, who famously said, “a Jaguar should be a copy of nothing.” What might future Jaguar models look like? Well, the brand says it will showcase an updated design language in the form of the Design Vision Concept, which is set to be unveiled at Miami Art Week on December 2 this year.

While we don’t get to see a car for now – an upcoming EV sedan was teased previously – the company did show off a new logo. “It is a powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony,” Jaguar described. It reads as ‘JaGUar’ when typed or written out, in case you’re wondering.

Accompanying the logo is a maker’s mark that features a reimagined Jaguar “leaper,” while a new monogram is said to be a “code for expression and a signifier of a completed work” that will be used as a flourish or finishing touch.

Jaguar has a lot riding on its rebranding, as it is spending time and giving up sales to pursue this endeavour. On the latter, the company stopped selling new cars in key markets (including the United Kingdom) until at least 2026, when its new range of at least three electric vehicles (EVs) come to market.

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