Jaguar has introduced a new logo that will be on their new range of electric models from 2026. (Image: Jaguar)
The premium vehicle manufacturer has relaunched itself for the electric age with a and a , leaving drivers divided.
Whilst the that will from 2026 are still under development and testing, the famous UK company has unveiled a new logo that drops the famous pouncing cat in favour of a more modern design.
Rawdon Glover, managing director at (JLR), has high hopes for the rebrand, stating that it will help reinstate Jaguar’s long history of unique and unconventional models.
He explained: “To bring back such a globally renowed brand, we had to be fearless. was always at its best when challenging convention. That ethos is seen in our new brand identity today and will be further revealed in the coming months.
“This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”
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The new logo was accompanied by an advertisement with the tagline ‘Copy Nothing’. (Image: Jaguar)
Released in advance of Miami Art Week on December 2, 2024, Jaguar’s ‘Copy Nothing’ campaign features a new monogram with two letter Js within a circle and a new typeface, which the company states celebrates modernism and simplicity.
However, while the pouncing jaguar will no longer be seen on the front of the brand’s vehicles, the company reassured drivers that the iconic cat’s side profile will still be seen in decals and trim.
The first stage of Jaguar’s relaunch has caught the attention of drivers, with many left divided by the impact it could have on the brand and its future models.
In particular, several drivers reacted negatively to the commercial released alongside the relaunch, which did not feature any vehicles produced by the brand.
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The iconic pouncing jaguar logo which has been used since 1982, will still be referenced in decals. (Image: Jaguar)
Reacting to the rebrand, YouTuber @azizdrives likened the logo to that of a fashion company rather than a vehicle manufacturer.
He explained: “It’s really hard for me to stay composed on this but Jaguar just presented their new logo and there’s just one thing to say: what the hell is going on? Your logo was a predatory cat, and all of a sudden you’re going to imprison it? You’re going to imprison the jaguar? It looks like it’s behind bars.
“And then the font, what’s going on with that? It looks like you’re producing recycled trend bags now. I’ll be honest, it looks like a Gucci bag.”
Nevertheless, the rebrand had some fans, with former Top Gear and The Grand Tour script editor Richard Porter writing on X that Jaguar have successfully caught the attention of drivers.
He added: “Personally, I don’t mind all this. The typeface is a bit like the one used by Smart, which isn’t especially packed with what Geraldine McGovern probably calls ‘premiumitude’,
“But overall it’s annoying the right kind of bore and for that reason, job done.”