Jaguar to Move Forward With New Logo and Branding
Jaguar last week released three pictures of its future electric sports sedan—heavily camouflaged, of course. The car will launch in late 2026, and we’re lucky enough to be among a select group of auto journalists getting the opportunity to take it for a spin as you read these lines.
Incidentally, in case you didn’t know, Jaguar is currently selling just one vehicle, the F-PACE crossover, with plans to retire it after the 2026 model year.
- Also: Jaguar Teases All-New Electric Sedan
- Also: Toothless Cat: Jaguar About to Become a One-Model Brand
The once-glorious British luxury brand is now just a shell of its former self. The Jaguar name will endure, but what comes next will almost completely let go of the past. None of the iconic Jaguar designs you remember, such as the XK120 or E-Type, will serve as inspiration for future products.
Believe it or not, Jaguar is looking to move upmarket and play in the same league as Bentley, Mercedes-Maybach and Rolls-Royce, with breathtaking styling and craftsmanship usually associated with haute couture as building blocks.
The transformation will include a new logo, a new crest and a new font, as pictured here. The leaping jaguar will stay, blending with a series of horizontal lines. They will all keep a low profile, mind you, since the company wants the car’s body and design to do most of the talking. Then there’s that focus on Exuberant Modernism, a concept they describe as "a creative philosophy that defines all aspects of the new Jaguar world".
Time will tell if future Jaguar products live up to the extremely lofty standards the brand aspires to reach. As mentioned before, Jaguar as you know it now is dead. Or you could say it’s wiping the slate clean and starting all over. It will become a fashion company as much as a car company, selling a line of shoes, purses, watches and other high-end accessories that will be works of art in their own right.
Look for everything to become clearer on December 2 during Miami Art Week. That is when Jaguar will unveil a spectacular design study foreshadowing the next generation of Jaguar cars.
