Iconic Jaguar logo set for massive change as Coventry car maker undergoes transformation

Jaguar is undergoing one of its most significant rebrands in the company’s history to match the company’s new direction. The Coventry firm has slimmed down production until 2026 as it heads for a full EV line-up.

To match this, the company has upended its branding, with a new design language and new logos as the carmaker heads into its “second century.” Chief creative officer Gerry McGovern said of the rebrand 'a new era begins today'.

He said: “A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons. Jaguar’s transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”

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The company’s rebrand is a far cry for its prior strategies in years gone by such as the early 2000s when products like the XJ, S-Type, and X-Type took a retro inspired design that harkened back to their 1960s heyday. Jaguar’s EV strategy has also come a long way from those days, as the company was one of the last mass manufacturers not to offer a diesel engine in any of their vehicles.

The new design language has four “symbols of change”, reflecting brand values and providing clues for what is to come. It is described by Jaguar as a “powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony.”

The “strikethrough” is a 16 bar geometric grid to be the background of the new car logos and the “device mark” is the new appearance of the Jaguar name in a font the company calls “exuberant.” Secondly, “exuberant colour” means primary colours, like yellow, red and blue will be the tonal building blocks for future logos.

Finally, there’s the maker’s mark. These are a monogram featuring the letters J and R intertwined and a re-imagining of the company’s iconic animal. The company states that “always leaping forward is a representation of excellence and a hallmark of the brand.”

Jaguar managing director Rawdon Glover said the new design language was challenging convention. “To bring back such a globally renowned brand, we had to be fearless.

“That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset.

“Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”

The company has already dipped its toe into the world of EVs, with the I-Pace and E-Pace SUVs leading the charge. While the company had an aborted attempt to make an electric saloon in 2018, they’ve gone back to the drawing board and are set to announce a new model on December 2 in Miami.

Photos of the prototype being tested while covered with camouflage have already been spotted and the new car is anticipated to go head to head with some of the most desirable models on the market. These include the Porsche Taycan and the ageing Tesla Model S.