Jaguar's rebirth starts with a new logo

Forget about everything you know about Jaguar. Including the brand's logo with the legendary leaping jaguar that has leapt onto the bonnets of all its models since 1945. This is now history.

The new Jaguars we will see from 2026 onwards will be completely different in shape, performance, and brand appearance. The logo, in turn, will be transformed into one word, J A G U A R, written out in full and with unprecedented lettering.

What happened with Jaguar?

Jaguar, a British car brand, stops selling new cars in the UK

Jaguar had a great lineup, but it fell apart. What happened?

Brand redesign

While waiting to unveil the new cars promised as 'revolutionary' (from 2026), Jaguar officially unveiled the so-called new visual identity of the brand.

That starts with the name, written in a very small font mixing upper- and lower-case letters and superimposed on a linear graphic motif ideally reminiscent of a grid. We say ideally because there will be very few physical grills on the new Jaguars, as the cars will only be electric.

The other novelty is the brand logo in which the jaguar has been replaced by an interplay of opposing 'Js'. The aesthetic effect is reminiscent of the emblems of extra-luxury brands, which is exactly what Jaguar aspires to be.

And the jaguar? We said it will disappear from the bonnet and the brand emblem, but in reality, it should still be used against the backdrop of a horizontally striped pattern. Note the change in the direction of the leap, no longer from right to left, but forward. Where will we see it? According to the designers, it will be used as a finishing touch and as "expressive code and a mark of an accomplished work". It remains to be seen whether this means branding of technical components (e.g. the engine cover) or the new steering wheel.

Save the date: 2 December

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Everything else remains hidden for the time being. Jaguar uses the adjectives such as "modernist, colourful, and original exuberance".

The "copy nothing" that was the motto of founder William Lyons has turned into a veritable claim. But to understand how all this will translate into a car we will have to wait until 2 December, when Jaguar will present its first concept car at the Miami Art Week. 

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