Jaguar has unveiled a bold new visual identity as part of its transformation strategy, developed by the carmaker’s in-house design team.
As the iconic brand nears its 90th anniversary, it is embarking on a significant rebranding initiative to support its ambitions for the future.
A Shift Towards Luxury and Modernity
At a press event held at Jaguar Land Rover’s headquarters in Gaydon, Warwickshire, CEO Adrian Mardell addressed the company’s past branding challenges. “Over the last decade, our identity wasn’t always as distinctive as it could have been,” he explained. In 2021, Jaguar began devising a strategy to elevate its brand in the competitive luxury market. A central component of this new direction is retiring the ‘growler’ badge, a long-standing symbol of Jaguar featuring the iconic feline head.
Instead, Jaguar is introducing a refreshed visual identity designed to align with its vision of a fully electric and more premium future. The upcoming models, expected to be twice as expensive as current offerings, are intended to attract a fresh demographic.
Targeting a New Audience
Jaguar Managing Director Rawdon Glover estimates that 80% to 90% of buyers for the forthcoming models will be first-time Jaguar customers. He describes this audience as affluent, younger, and more urban, seeking products that stand out from the ordinary.
The rebrand centers on what the company calls “exuberant Modernism,” blending timelessness with contemporary aesthetics. Brand design director Richard Stevens, who joined Jaguar Land Rover 18 months ago, led the initiative. Stevens explained, “This is about creating a brand that feels both familiar and fresh, with a sense of modernity.”
Redesigned Logo and Brand Elements
Key elements of the redesign include a new typeface, logo, and color scheme. The updated Jaguar logo moves away from the angular, uppercase lettering of the past, opting for a sleek, rounded font in lowercase, with the exception of a capital ‘G.’ Notably, the letters ‘j’ and ‘r’ are designed to mirror one another.
A defining feature of the new identity is the use of a strikethrough—a bold horizontal line that Stevens described as a “universal graphic code transcending language.”
The color palette incorporates vibrant primary hues: yellow, red, and blue. Alongside the main logo, two new maker’s marks have been introduced—a stylized ‘leaper’ symbol and a circular monogram combining the letters ‘j’ and ‘r.’
A New Chapter for Jaguar
To coincide with the release of its all-electric models in late 2025 or early 2026, Jaguar plans to open exclusive retail locations, starting with one in Paris. These spaces, designed by Jaguar’s in-house team, aim to reflect the brand’s elevated identity.
“This represents a complete reset for Jaguar,” Glover emphasized.
This rebranding effort is part of a broader transformation within Jaguar Land Rover, which oversees Defender, Discovery, and Range Rover. According to Stevens, the goal is to build distinct identities for each of these names, turning them into fully-fledged brands.
As Jaguar positions itself at the forefront of modern luxury, its revamped identity marks the beginning of a bold new era for the historic carmaker.,
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