Jaguar has unveiled a rebrand as part of its transition to an all-electric lineup, set to begin with a new model in 2026. The British automaker has revealed a redesigned logo, featuring spaced-out letters and a mix of upper and lowercase characters.
The rebrand aims to bring Jaguar back to the values that made it popular while making it more relevant to modern audiences. Gerry McGovern, Jaguar Land Rover’s chief creative officer, emphasized that this change is “real” and not a passing trend.
The company’s new branding focuses on “exuberant modernism,” with advertising inspired by Pop Art. The visuals feature models in colorful clothing, showcasing the company’s bold new direction.
Jaguar’s ethos is also reflected in its marketing, with slogans like “copy nothing,” “delete ordinary,” and “live vivid.” The brand hopes to emphasize uniqueness and innovation.
The “copy nothing” slogan is inspired by company founder Sir William Lyons, and may hint at new design elements for future Jaguar cars, like the upcoming 2026 Jaguar super-GT.
The rebranding is a major step in Jaguar’s shift towards electric vehicles, but its mix of bold aesthetics and slogans has raised some eyebrows.
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