As it moves toward an all-electric lineup, British automaker Jaguar is welcoming a “new era” and revealing a redesigned identity under the name JaGUar. The updated identity has a modern look, a revamped logo with letters spaced out, and a combination of capital and lowercase fonts. With the first electric model expected to launch in 2026, this change demonstrates the company’s dedication to modernity and innovation. Chief Creative Officer Gerry McGovern of Jaguar Land Rover stated, “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.” During a news conference, McGovern cheerfully dismissed any skepticism over the reality of this metamorphosis while assuring participants of its seriousness.
JaGUar’s revamped identity is underscored by a marketing strategy inspired by the vibrant Pop Art era. The advertising campaign features models clad in colorful, bold garments, reflecting the brand’s ethos of “exuberant modernism.” A cornerstone of this strategy is a refreshed take on founder Sir William Lyons’ guiding principle: “A Jaguar should be a copy of nothing.” This has evolved into the succinct and striking tagline, “copy nothing,” complemented by other phrases like “delete ordinary,” “live vivid,” and “create exuberant.”
The rebranding extends beyond slogans and logos. Jaguar promises groundbreaking design elements in its forthcoming vehicles, including the much-anticipated 2026 super-GT. The automaker aims to blend innovation with elegance, ensuring that its electric future stays true to the brand’s luxurious and distinctive heritage. With its bold new identity and ambitious plans, JaGUar is not just changing how it looks it’s redefining what it means to be a Jaguar in the modern era, paving the way for an electrified and vibrant future.
