Jaguar is in its “exuberant modernism” era.
The British automaker plans to go all-electric, with its first new model slated for 2026.
To usher in the next chapter, the brand debuted a new logo with heavy kerning and, perplexingly, two uppercase letters: the “G” and the “U.”
Driving the “completely reimagined” brand identity is a quote from Sir William Lyons, Jaguar founder: “A Jaguar should be a copy of nothing.”
The creative features bold colors, contemporary silhouettes, moody models, and Pop-Art inspired sets.
“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,” says Gerry McGovern, CCO at Jaguar.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
