Obnews Automobile Desk: Jaguar has launched its new brand identity, which is going to be based only on electric vehicles (EVs) from 2026. Along with this new identity, the company has also presented its new logo, which will be seen on Jaguar's upcoming electric GT concept. The concept car will preview Jaguar's first completely new car to be introduced in many years. Additionally, Jaguar has decided to end production of the F-Pace, which will be the last model to go on sale in global markets, at the end of this year.
New brand identity and philosophy
Jaguar has named its new brand philosophy “Exuberant Modernism”, which embraces “bold designs, unexpected and original thinking”. The aim of this philosophy is to create a brand character that attracts people's attention. Gerry McGovern, Jaguar's chief creative officer, said: “The new brand philosophy is based on the ideas of Jaguar's founder, Sir William Lyons, who said 'A Jaguar should imitate no one'. “This new direction will revive the original spirit of Jaguar, allowing it to once again find its place in people’s hearts.”
launch of new logo
Jaguar has also unveiled its new logo, which includes a new 'device mark' and 'Leaper' maker mark. The new device mark features “Jaguar” in a clean and simple font, while the maker mark features a new version of the classic Leaper logo. The Monogram logo replaces the earlier 'angry tiger' symbol and now introduces a circular symbol, consisting of two 'J' letters placed at opposite angles to each other.
display of new identity
Jaguar's new brand identity will be unveiled at a special event to be held at Miami Art Week on December 2, 2024. This concept car will be the first model of Jaguar's upcoming fully electric line-up, which will launch in 2026.
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