Jaguar, the storied British automaker, has unveiled a reimagined brand identity as it accelerates its transition to an all-electric lineup. The changes, including a revamped logo and a fresh marketing ethos, come as the company aims to launch its first new electric model in 2026.

Jaguar Land Rover's chief creative officer, Gerry McGovern, described the initiative as a "reimagining that recaptures the essence of Jaguar." Speaking at a press event, McGovern added that the rebranding seeks to make the brand relevant to modern audiences, emphasising that his team had pursued the vision with seriousness, reportedly quipping, "We have not been sniffing the white stuff — this is real."

Rebranding the iconic Jaguar

The newly revealed logo uses a modernised font and spaces out the letters, combining upper and lowercase typography for a contemporary aesthetic. Marketing campaigns accompanying the relaunch lean into slogans such as "copy nothing," derived from company founder Sir William Lyons' assertion that a Jaguar should be "a copy of nothing." Other phrases like "delete ordinary" and "live vivid" are designed to apparently resonate with a younger, design-conscious demographic.

Visually, Jaguar has drawn inspiration from Pop Art to craft advertisements featuring models clad in vivid, futuristic attire. The campaigns project an image of "exuberant modernism," aligning with Jaguar's pivot towards electric designs.

A vision for the future

The rebrand is more than cosmetic. Jaguar's electric vehicle roadmap includes the launch of a super-GT model in 2026, which promises to introduce groundbreaking design elements and reinforce the ethos of rejecting the ordinary. The marketing language and visual approach hint at a more avant-garde direction for the company's offerings.