- Jaguar has a new brand identity.
- This includes a new logo and several design elements.
- The first all-new Jaguar EVs will debut in 2026.
Jaguar, the British luxury automaker that used to manufacture the I-Pace electric crossover, is starting fresh from a clean slate. It already announced that it’s taking a sort of sabbatical year off from selling any cars before introducing three brand-new all-electric models.
But that’s not all. Now, Jaguar has revealed its new brand identity, including a new logo and everything else surrounding it. But let me say right from the start that it’s not as simple as it might sound. That’s because the British marque isn’t going down the usual route with a simple graphic logo and instead uses several graphical elements as part of its “Copy Nothing” ethos that traces its roots back to the brand’s founder, Sir William Lyons.
In total, four new design elements have been produced, all of which are based on a creative philosophy known as Exuberant Modernism. The problem is that Jaguar isn’t calling any of these elements a logo, so we’ll have to see what its upcoming EVs will end up with on the hood.
First, there’s a “Device Mark,” which is a fancy way of saying “We made a new font” named Exuberant. It’s basically just the word “Jaguar.” Next is a 16-bar grid made of horizontal stripes called a “Strike Through.” This will be used as both a background and a “universally recognized symbol” of the new EVs, as per Autocar. See, I told you it’s complicated. But that’s not all.
The third new design element of Jaguar’s reinvention is the “Maker’s Mark,” which is made up of two elements–a redesigned Jaguar “Leaper” and a medallion-shaped “Monogram” that combines the letters “j” and “r” in a circle. The latter “is a code for expression and a signifier of a completed work,” according to the British automaker. It will be used “as a flourish or finished touch.” Jaguar’s new brand identity also includes the “exuberant” use of color as a cornerstone of its new look.
It all sounds very fancy, but I guess that’s to be expected from a car manufacturer that wants to sell its upcoming super-GT EV for six figures. That’s just the start of the automaker’s new path as an EV-only builder, with two more models to follow, all of which will debut throughout 2026 as British rivals to models like the Mercedes-Benz EQS, Porsche Taycan and more.
Until that happens though, Jaguar will showcase its design direction on December 2. It will signal a “complete reset,” according to CEO Adrian Mardell, who said, “This time, we’re going to do something spectacular.”
