“Our new brand identity embodies the dynamic and progressive nature of Jaguar,” said Thierry Bolloré, CEO of Jaguar Land Rover. “As we accelerate towards our vision of becoming the world’s leading luxury electric car brand, it was appropriate to create a new visual identity that reflects our future.”
The simplified logo retains the leaping jaguar’s elegant silhouette, but with a more refined and contemporary aesthetic. The tail now extends dynamically to form the letter “J,” creating a seamless connection between the animal and the brand’s name. The vibrant emerald green color, synonymous with Jaguar, has been updated to a sophisticated “Electric Blue,” symbolizing the brand’s electrified future.
“The new logo represents a seamless blend of Jaguar’s heritage and its electric future,” said Adrian Hallmark, Jaguar’s Global Brand Director. “It retains the essence of what makes Jaguar unique while signaling our commitment to innovation and sustainability.”
The updated branding extends to all aspects of Jaguar’s customer experience, including showrooms, marketing materials, and online platforms. The refreshed typography features a modern, clean-lined font that enhances Jaguar’s premium positioning. A suite of digital assets, including a new website and social media templates, has also been developed to align with the brand’s evolving digital strategy.
Industry analysts have praised Jaguar’s bold rebranding, seeing it as a sign of the brand’s commitment to the electric vehicle market. “Jaguar’s new logo and branding signal a clear intent to become a leader in the luxury EV segment,” said Stefan Bratzel, Director of the Center of Automotive Management in Bergisch Gladbach, Germany. “It is a bold move that demonstrates the brand’s confidence in its electric future.”
Jaguar plans to unveil its first all-electric SUV, the I-PACE, in the coming months, and the new branding will be prominently featured on the vehicle. The company has also announced plans to invest heavily in its electric vehicle architecture, battery technology, and charging infrastructure to support its electrification strategy.
The launch of the new logo and branding marks an exciting chapter in Jaguar’s history. As the brand transitions towards a fully electric future, its refreshed visual identity and customer experience strategy will play a crucial role in attracting and retaining discerning electric vehicle enthusiasts.
