before
after
Jaguar Old Identity
But before they could reveal their new look, they dropped a cryptic teaser that left fans scratching their heads. Some thought it was a glitch, others feared a full-on identity crisis, even labelling it as a “woke madness”. Now that the curtain is up, let’s talk about what actually changed.
Image courtesy of Jaguar
What’s New with Jaguar?
First up, the logo. We say goodbye to the leaping jaguar badge - Jaguar has gone full minimalist. The new wordmark ditches the metallic sheen for a flatter, and modern aesthetic. No frills, no gradients - just clean, bold lettering that screams confidence.
Image courtesy of Jaguar
Some people love the simplicity, others miss the old-school elegance, but there’s no denying that the new look it’s a sharp departure from the past.
Image courtesy of Jaguar
Color-wise, Jaguar embraced a more muted sophisticated palette. The new scheme includes London blue, which is a nod to the brand’s British roots and a tribute to the iconic E-Type as well as Miami pink, inspired by the city’s vibrant art, architecture and even its football culture. These two colors were introduced with the Jaguar Type-00 and showcased in Miami during the brand’s launch event.
Image courtesy of Jaguar
As for symbols or icons, that iconic jaguar emblem has taken a step back. While the feline still exists in certain brand assets, it’s no longer the front-and-center hero. The focus now on the wordmark itself, giving Jaguar a more high-end fashion label mixed with a futuristic vibe rather than a badge-heavy auto brand.
Image courtesy of Jaguar
Image courtesy of Jaguar
Image courtesy of Jaguar
The Shift to Electric
The reasoning behind all this? Jaguar wants to position itself as an electric-first luxury brand, moving away from its past association with traditional automotive aesthetics. In fact, Jaguar has officially ceased production of internal combustion engine vehicles and will be fully electric by 2025.
Image courtesy of Jaguar
Image courtesy of Jaguar
Image courtesy of Jaguar
By the end of 2024, the brand discontinued all ICE models with the F-Pace SUV being the last to roll off production lines. This strategic shift aligns with their goal of launching their first new all-electric grand tourer in 2025.
Image courtesy of Jaguar
Image courtesy of Jaguar
Image courtesy of Jaguar
At the unveiling of Jaguar’s new branding in Miami, Chief Creative Officer Gerry McGovern confirmed the brand’s commitment, saying,
Sir William Lyons, our founder, many years ago said a Jaguar should be a copy of nothing. Don’t be held back by the past. Be fearless. Copy nothing.
Image courtesy of Jaguar
Image courtesy of Jaguar
Image courtesy of Jaguar
Love it or hate it, Jaguar’s new identity is here to stay. Whether the brand’s longtime fans warm up to it or keep longing for the leaper, one thing’s for sure - Jaguar is charging ahead, and it’s not looking back.
