Jaguar, the 102-year-old luxury automaker, has unveiled a fresh new logo marking a shift in its branding strategy. The redesigned logo ditches the all-caps, a traditional look in favour of sleek, gold lowercase lettering that emphasizes modern elegance. The rebranding comes as the company prepares for its electric future, with plans to introduce its first all-electric vehicle by 2026.

This bold step includes a reimagined Leaper emblem, retiring the classic pouncing cat for a simpler badge that reflects Jaguar’s focus on innovation while staying true to its British luxury roots. The company aims to engage a contemporary audience while honouring its heritage, positioning itself for success in the rapidly evolving electric vehicle market.

Jaguar’s new visual identity will be showcased at the Miami Art Week event on December 2. This marks a major milestone for the brand as it pivots away from internal combustion engines to embrace an all-electric lineup, signalling a fresh era for the luxury automaker.

With a focus on eco-friendly luxury, Jaguar is reshaping its legacy to align with modern demands, offering a glimpse into its future of sustainability and cutting-edge technology. The new branding serves as a reminder of Jaguar’s legacy in the luxury car market, now with a forward-looking vision for what lies ahead in the electric vehicle world.

Stay tuned as Jaguar continues to transform itself into a leading electric luxury brand, embracing innovation while honouring its storied past.