Jaguar, the British luxury automaker, has unveiled a comprehensive rebranding as it transitions to an all-electric vehicle lineup. The new brand identity, described as 'exuberant modernism' by Jaguar Chief Creative Officer Gerry McGovern, includes a new logo, wordmark, typeface, and color palette. The logo now features the name 'Jaguar' in a mix of lowercase and uppercase letters, styled as 'JaGUar', and is presented in a gold hue on a white backdrop. The famous leaping cat symbol has been rethought as the 'Makers Mark', and the brand has introduced a new monogram and a signature graphic pattern called the 'Strikethrough'.

The rebranding is part of a two-year effort and marks a significant departure from the company's historical branding, intentionally discarding most of the equity and associations built since its founding in 1935. Jaguar has also adopted the phrase 'Copy Nothing' as a central theme, reflecting the company's commitment to innovation and uniqueness.

The rebranding was announced through a video on social media, which has garnered mixed reactions, ranging from puzzled to dismayed, with some critics feeling the focus was too much on branding and not enough on the products themselves. Jaguar has paused new car sales to create a clear break from its old brand and will introduce three new electric models in 2026, including a four-door GT to be manufactured in Solihull.

The new branding will be further showcased at a public installation during Miami Art Week on December 2.

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