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 Roverโs chief creative officer, emphasized that this change is โrealโ and not a passing trend.
The companyโs new branding focuses on โexuberant modernism,โ with advertising inspired by Pop Art. The visuals feature models in colorful clothing, showcasing the companyโs bold new direction.
Jaguarโs ethos is also reflected in its marketing, with slogans like โcopy nothing,โ โdelete ordinary,โ and โlive vivid.โ The brand hopes to emphasize uniqueness and innovation.
The โcopy nothingโ 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.
