Jaguar resets as ultra-luxury EV brand with new identity debut
Jaguar has showcased its new brand identity and logo as it embarks on a new era.
The British carmaker is transforming as an electric-only ultra-luxury brand with the cessation of sales for a year ahead of the launch of three new cars in 2026, including a four-door GT model. These will be previewed by a new Design Vision Concept that debuts on 2 December at Miami Art Week.
Ahead of that, the 90-year-old brand has now unveiled its new identity and design language as “four symbols of change, reflecting brand values and providing clues for what is to come”.
The ‘Device Mark’ delivers a new signature created with a new font as a “powerful celebration of modernism”.
The second element is the ‘Strikethrough’ graphic that “generates an unmistakeable presence and an immediately recognisable visual for Jaguar, striking through imitation and the ordinary”.
Jaguar also said its new brand identity is founded on ‘Exuberant Colours’, using primary colours as “tonal building” blocks to emphasise its association with art.
The fourth element comes in the form of new ‘Makers Marks’ that include a reimagined version of the Jaguar ‘leaper’ along with a new circular monogram that combines the letters J and R.
Jaguar has said its sales hiatus is essential as a firebreak between the old brand and the new.
The carmaker said its complete transformation “recaptures an ethos to Copy Nothing that can trace its roots back to the words of founder, Sir William Lyons” and previews the “fearless approach” of what’s to come.
Rawdon Glover, managing director, elaborated: “Jaguar was always at its best when challenging convention.
“That ethos is seen in our new brand identity today and will be further revealed over the coming months.
“This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation.”
Jaguar also previewed its all-electric GT last week ahead of its arrival in 2026.
Undergoing testing on British roads, it’s built on a new ‘JEA’ EV-only platform consigned to Jaguars and will deliver more than 575hp along with a range of over 430 miles and expected pricing of around £100,000.
The trio of new EVs are also expected to include a large luxury saloon and an SUV.
Natalie Middleton
Natalie has worked as a fleet journalist for nearly 20 years, previously as assistant editor on the former Company Car magazine before joining Fleet World in 2006. Prior to this, she worked on a range of B2B titles, including Insurance Age and Insurance Day. Natalie edits all the Fleet World websites and newsletters, and loves to hear about any latest industry news - or gossip.