Jaguar’s bold rebrand: A new era for the iconic British marque

Many carmakers used the pandemic-induced slowdown of 2020 to hit the reset button—reassessing their brand identity and future direction. For Jaguar, this pause serves an even greater purpose: fully committing to an all-electric future. With mounting economic and legislative pressures, including the UK’s 2035 ban on new petrol and diesel car sales and annual zero-emission vehicle (ZEV) targets climbing from 22% in 2024 to 80% by 2030, the time for transformation is now.

Jaguar has unveiled a striking rebrand that promises a bold future while reigniting the creative spirit and "Copy Nothing" ethos of its founder, Sir William Lyons. The transformation, described as “Exuberant Modernism,” aims to set Jaguar apart with fearless originality, but it’s also sparked debate for departing from the company’s heritage and iconic car imagery.

Jaguar’s refreshed identity includes these key visual elements:

• Device Mark: A sleek, geometric signature blending upper and lowercase characters, symbolising harmony and modernism.
• Strikethrough: A bold line crossing through the brand’s visuals, representing a break from convention and ordinary.
• Makers Marks: A reimagined Jaguar “leaper” and monogram that signify excellence and craftsmanship.

The rebrand will make its public debut during Miami Art Week on December 2, 2024, with the unveiling of a Design Vision Concept. Jaguar promises this installation will embody its “Copy Nothing” philosophy, showcasing bold new ideas in automotive design.

The event also highlights Jaguar’s commitment to the arts, featuring collaborations with emerging artists who share the brand’s ethos of fearless creativity.

Since the rebrand announcement on Tuesday some fans have lamented the departure from traditional cues like Jaguar’s historic racing achievements and beloved car designs, the brand’s leadership believes the transformation is vital.

“Jaguar was always at its best when challenging convention,” said Managing Director Rawdon Glover. “This is a complete reset to reclaim originality and inspire a new generation.”

Whether Jaguar’s rebrand resonates as a fearless leap forward or feels like a misstep remains to be seen. We're certainly looking forward to the new wave of EVs from this iconic maker.