Jaguar is undergoing its most extensive transformation in its 90-year history, unveiling a bold new brand identity on Tuesday as it shifts exclusively to an all-electric luxury vehicle lineup.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing,’” said Professor Gerry McGovern OBE, Jaguar’s Chief Creative Officer, as he introduced the revamped brand.
The company’s new identity is built around a creative design philosophy it calls “Exuberant Modernism,” which will define its future models. Central to the transformation are four design elements, described by Jaguar as “symbols of change”: Device Mark, Strikethrough, Exuberant Colours, and Makers Marks.
The Device Mark incorporates the Jaguar name in gold, described as “a powerful celebration of modernism.” The Strikethrough, a grid-inspired logo, is intended to be a recognizable visual signature. Exuberant Colours—yellow, red, and blue—are foundational to the new aesthetic. Finally, the redesigned ‘leaper,’ known as Makers Marks, reflects the brand’s forward-looking ambition.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community,” McGovern added.
The reimagined brand was previewed last week with Jaguar’s new electric grand tourer (GT). This four-door EV, boasting over 430 miles (700 km) of range and nearly 575 horsepower, is set to debut next summer, with deliveries beginning in 2026. It will be the first model built on the new Jaguar Electric Architecture (JEA) platform, with starting prices exceeding £100,000 ($130,000).
