Jaguar is going through a significant transformation as it prepares to relaunch itself as a luxury EV brand that competes with the likes of Rolls-Royce and Bentley. The British automaker has unveiled new logos and graphic designs that signal a new era for the brand.
The new logos feature a more angular interpretation of the classic Jaguar hood ornament, known as the “leaper,” against a stylized “strikethrough” backdrop. The new typeface combines uppercase and lowercase letters and is presented in a gold hue on a white background. Additionally, a new circular badge featuring a “J” and an “r” has replaced the emblem depicting a jaguar’s face.
Jaguar’s new design ethos is characterized by four key elements: two logos, a typeface, a color palette, and a graphic code called “strikethrough.” The brand aims to embody values of “exuberance, modernism, and compelling” through its new visual identity.
The automaker is gearing up to launch a lineup of three high-priced EVs, with the first vehicle set to be unveiled at Miami Art Week on December 2. Jaguar is targeting an EPA-rated range of up to 430 miles and fast-charging capabilities that will allow for 200 miles of range in just 15 minutes.
Jaguar is focusing on design as a key differentiator for its EVs, aiming to create vehicles with distinctive styling that stand out from the competition. The brand is looking to attract a new segment of customers who are design-minded and willing to pay a premium for a unique and exclusive experience.
In addition to unveiling its new logos, Jaguar is revamping its brand experience with a redesigned website and a new digital ecosystem that aims to enhance the ownership experience for customers. The automaker plans to open a small number of stores in luxury districts in major cities, offering a unique brand experience for customers.
While there are still questions surrounding Jaguar’s rebirth and the technical aspects of its new EVs, the new logos offer a glimpse into the brand’s reimagined design direction. With a focus on luxury, exclusivity, and design, Jaguar is positioning itself for a new era of growth and innovation in the luxury EV market.
