Jaguar is transforming. We love it

 British automaker Jaguar is ushering in a "new era" with a bold rebranding initiative as it prepares to transition its entire lineup to all-electric vehicles. The first model under this electric vision is set to debut in 2026. As part of the transformation, Jaguar has unveiled a refreshed logo featuring a redesigned font, wider spacing between letters, and a blend of uppercase and lowercase characters.

“This is a reimagining that brings Jaguar back to its core values—those that made it so beloved—while adapting them for a modern audience,” explained Gerry McGovern, chief creative officer of Jaguar Land Rover. During a press event, McGovern humorously assured journalists, “We haven’t been sniffing the white stuff—this is real,” as reported by Car Dealer Magazine.

The brand’s revamped aesthetic embraces "exuberant modernism," drawing inspiration from the Pop Art era. The campaign features striking advertisements of models dressed in vibrant, futuristic clothing with the tagline “copy nothing” boldly displayed, reflecting the company’s commitment to originality.

The new Jaguar logo, displayed in sleek white lettering on a gradient pink background, complements this creative direction. Jaguar is also anchoring its brand identity in the words of its founder, Sir William Lyons: “A Jaguar should be a copy of nothing.” This philosophy is now distilled into phrases like “copy nothing,” “delete ordinary,” and “live vivid,” defining the company’s forward-thinking ethos.