Jaguar has unveiled new logo and branding designs leading up to its relaunch as an all-electric vehicle brand.
The England-based car brand defines its new transformation as “Exuberant Modernism, a creative philosophy that defines all aspects of the new Jaguar world” with its new series of emblems, the company announced in a news release on Monday.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing.’ Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless,” Professor Gerry McGovern OBE, Jaguar Land Rover’s chief creative officer, said in the statement.
He continued “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
The British luxury automaker, which was founded 102 years ago, discontinued all cars in the United States except for the F-Pace SUV as it transitions into a “new era” producing a high-end all-electric lineup. Rawdon Glover, managing director of Jaguar, told Autocar that UK deliveries of the new electric GT won’t begin before 2026.
The new logo features the word “JaGUar” spelled out in gold-colored letters which the company says demonstrates the “unexpected by seamlessly blending upper and lowercase characters in visual harmony.”
The automaker also revealed a reimagined pouncing cat logo, called the “leaper,” which appears to be set over a backdrop of a series of horizontal lines, which it calls a “strikethrough” design.
A new monogram design incorporates a “J” and “r” that are linked to the circular gold border. “The monogram is a code for expression and a signifier of a completed work. It is used as a flourish or finishing touch,” according to the statement.
Although Jaguar did not specify where the logos will appear on the new cars, the company said it will unveil its “Design Vision Concept” car at the Miami Art Week event on Dec. 2.