Jaguar the British luxury car maker has launched a new logo as part of its big rebrand, as the company goes all-electric. The new logo is "JaGUar" with upper and lower case letters, it’s a clean modern look. This is part of Jaguar’s plan to become a future-facing brand.
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| Jaguar unveils new logo for 2024. Source: Car And Driver |
The logo is described as “blended” with the upper and lower case letters together creating a sharp modern look. This is Jaguar’s approach to creativity and modernity, perfect for the future. Along with the new logo Jaguar has a new slogan “delete ordinary”. This is about being different, Jaguar is a forward-thinking company that doesn’t follow the crowd.
Jaguar’s rebranding doesn’t stop at the logo. The company is also introducing new taglines such as “live vivid” and “copy nothing” which reinforce the uniqueness and departure from traditional luxury car brands. These taglines are part of Jaguar’s broader play to be a bold and innovative force in the automotive world. Along with these words, the rebranding includes a new design motif - a Strikethrough,16 horizontal lines - which will appear on all marketing materials and further reinforce modernity and innovation. The new “JR” monogram is also introduced which represents Jaguar’s modern and elegant self.
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| Jaguar unveils new logo for 2024. Source: Car And Driver |
One of the main reasons for the rebranding is Jaguar’s move towards electric vehicles. The company has announced it will launch three new electric models by 2026 and this is a big shift from what they have been doing before. The first concept vehicle to feature this new branding will be unveiled at Miami Art Week on December 3, 2024, and will give fans and potential customers a glimpse into the company’s electric future.
Jaguar’s management has described the rebranding as a “fire break” between the old and new models. Rawdon Glover, Jaguar’s Managing Director said the company wants to break the public’s perception of Jaguar which has been shaped by older models that no longer fit today’s customer’s preferences. Gerry McGovern, Chief Creative Officer added the brand wants to get back to its roots of originality and adapt to the changing tastes of modern customers. This is a big deal for Jaguar as they enter the electric era with a new face. By letting go of the past and embracing the future Jaguar is ready to win in the electric car space.