Jaguar reveals new branding

Jaguar has revealed its new logo and branding ahead of its re-launch as an all-electric car maker in 2026.

The British brand has temporarily halted retail sales of new cars while it makes the transition.

All existing Jaguar models have been discontinued. An all new range will be launched in the second half of the decade.

Jaguar says its transformation is defined by "Exuberant Modernism", a creative philosophy that underpins all aspects of the new Jaguar brand world, and  "It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity".

Rawdon Glover, managing director or Jaguar, said: “To bring back such a globally renowned brand we had to be fearless. 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. I am excited for the world to finally see Jaguar.”

On December 2, at Miami Art Week, Jaguar will present “Copy Nothing”, the first global public installation for its new brand that will include the physical manifestation of its Exuberant Modernism creative philosophy, in a Design Vision Concept. 

The first new Jaguar model has already started testing on public roads, ahead of its launch in 2026.