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Jaguar's bold rebrand: A logo fit for the electric age.

Writer's picture: Blursday AdminBlursday Admin


Jaguar's new look is all about the future, swapping its famous leaping cat for a simple wordmark. It’s more than just a change in design, it's a sign that Jaguar is jumping into the electric car market, ready to offer luxury for a new generation of eco-friendly drivers.


The electric revolution

While every carmaker rushes to go electric, Jaguar isn’t just testing the waters, it’s diving in headfirst. By 2025, the brand plans to switch its entire lineup to electric, leaving its gas-guzzling past behind. It’s Jaguar’s way of saying, 'Step aside, Tesla; there's a new cat in town,' and they're not just updating their logo, they’re completely revamping their cars.


Feline fashion: A brief history of Jaguar’s style


The 1935 classic: In 1934, William Walmsley sold his share to William Lyons, who then founded S.S. Cars and raised new capital by going public. However, the S.S. Cars logo looked a little too similar to the WWII German symbol, so it was quickly retired after the war ended.

The 1945 growler: On March 23, 1945, S.S. Cars shareholders decided it was time for a rebrand, changing the company name to Jaguar Cars Limited. The new name and logo purposely steered clear of any WWII associations, taking a bold, fresh direction.

The 2012 upgrade: A modern update that kept the iconic leap but added enough chrome to make it feel like it belonged on a high-speed chase in a blockbuster movie.

The 2024 rebrand: The leaping cat takes a bow, replaced by sleek typography that likely had graphic designers everywhere rethinking their careers.


The new mark

Reimagined as JaGUar, the company says the new logo perfectly blends uppercase and lowercase letters in a harmonious design. Meanwhile, the iconic leaping cat gets a fresh update, now embossed in brass. Add in bold marketing slogans like 'Delete Ordinary,' 'Live Vivid,' and 'Copy Nothing,' and you've got a brand ready to leap into the future.


Crafted by Jaguar's in-house team in collaboration with Landor & Fitch, the new logo is a masterclass in making simplicity look expensive.

Featuring:

  • A custom typeface

  • Subtle art deco vibes, more refined than a British apology.

  • A design that fits everywhere, from Instagram to luxury billboards.


What it really stands for

  • Sustainable luxury: Because you can save the planet, while still looking good. (Hello, 0 emissions.)

  • British Heritage 2.0: Tradition with a tech upgrade, tea and crumpets, now carbon-neutral.

  • Modern design: Embracing "less is more," this sleek new look is all about clean lines and understated luxury.


Endnote

Jaguar’s rebrand is more than a fresh coat of paint; it’s their bold move not just to join the electric future, but to lead it.

However, this bold move has not gone unnoticed. Elon Musk, CEO of Tesla and rival in the EV space, humorously commented on Jaguar's flashy new branding video, asking "Do you sell cars?"

Jaguar responded with wit, inviting Musk for tea in Miami on December 2nd to showcase their upcoming vehicles.


While some (a lot) purists may miss the leaping cat and the growl of gas engines, there’s real excitement about what’s next.


With plans to debut their first all-electric models by 2026, and a show-stealing event during Miami Art Week on December 2nd, Jaguar is ready to rewrite the rules of luxury in an electric world, one sleek logo at a time.

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