How weird is it when one of your favourite brands changes it’s – well – branding.
This exact thing has happened only this week when Jaguar – or JaGUar as we must now refer to them – have reinvented themselves.
I remember when Google changed their logo, and for quite a while, it irked me. Why? Mainly because it just didn’t seem necessary, and it was jarring looking at something that was so close to familiar. I got used to it though…and I’m sure this will be no different.
So why the change, and why now? Well, lets look a little deeper.
At the heart of this transformation lies a revamped logo styled as JaGUar, a seamless blend of upper and lower case that embodies a visual symphony of tradition and modernity. According to the brand, this marks the beginning of Jaguar’s audacious pivot toward becoming an all-electric luxury powerhouse.
* (Picture courtesy of JaGUar media)*
Jaguar’s rebrand isn’t just cosmetic—it’s a bold philosophical shift. The brand has resurrected its original ethos, rooted in the vision of founder Sir William Lyons: “a Jaguar should be a copy of nothing.” This mantra fuels what Jaguar is calling Exuberant Modernism—a creative approach that blends bold design, originality, and fearless thinking at every level.
The reveal also showcased a fresh take on Jaguar’s iconic prancing "leaper," embossed on brass and accompanied by striking slogans like “delete ordinary,” “live vivid,” and “break moulds.”
Jaguar’s next landmark moment comes on December 2 in Miami, where it will unveil a highly anticipated all-electric grand tourer (GT). This four-door marvel promises to deliver over 435 miles of range, ultra-fast charging, and a breathtaking 575bhp from its dual-motor powertrain. At a starting price of £100,000, it’s poised to redefine luxury EVs and cement Jaguar’s place as a trailblazer in the segment.
In preparation for its electric future, Jaguar is saying farewell to several cherished models. Production has ceased on UK-made saloons like the XE and XF, the Austrian-built E-Pace and I-Pace, and even the iconic F-Type sports car. Earlier this month, the last F-Pace SUV rolled off the Castle Bromwich assembly line, closing a significant chapter in Jaguar’s history.
As part of this evolution, Jaguar is also rethinking how it connects with customers. The company plans to scale down its dealer network to around 20 in the UK, supplementing these with luxurious curated brand stores, the first of which will open in Paris next year. These stores aim to be immersive experiences, featuring high-end art and cuisine alongside Jaguar’s cutting-edge vehicles.
Managing Director Rawdon Glover has been candid about the challenges of rebranding such a storied name. “We need to change people’s perceptions of what Jaguar stands for,” he explained. This “fire break” between old and new is crucial to reshaping the brand for a younger, wealthier, and more urban audience—80% to 90% of whom are expected to be first-time Jaguar buyers.
Chief Creative Officer Gerry McGovern echoed this sentiment, emphasizing originality and artistry: “New Jaguar is imaginative, bold, and artistic at every touchpoint. It is unique and fearless.”
The rebrand extends to every detail, with a new "JR" monogram, a dynamic strikethrough aesthetic, and a vibrant palette of reds, blues, and yellows. Jaguar has already teased its electric future with images of a camouflaged prototype GT, set to lead the charge as the flagship of its Reimagine strategy.
Jaguar’s transformation is as much about discarding the past as embracing the future. As Jonathan Bell of Wallpaper aptly put it: “Jaguar has ripped up the branding rulebook, discarding almost all the equity and associations that have accreted since 1935.”
Jaguar’s rebrand is not just a reset; it’s a renaissance. With a daring new vision, cutting-edge designs, and a fearless commitment to originality, Jaguar is poised to reclaim its place as an icon of luxury and innovation. For a brand that has always thrived on challenging convention, the future has never looked so electric.
Hold tight—Jaguar is roaring back…Unleash The Cats!
So now that we’ve had a closer look, let us know what you think about the new look JaGUar.
Thank you all, and enjoy!
Annabelle 😊