Jaguar Reveals Its New Identity Ahead Of Its Upcoming Electrification Era

Jaguar, the famed British marque, has revealed its new identity ahead of its new era of electrification, starting with the debut of its new electric Grand Tourer (GT) in 2026. For the new identity, Jaguar has revealed new logos and typeface it is going to use henceforth. 

While it hasn’t revealed much information about its new identity and strategy, Jaguar has revealed four new design elements that it calls “symbols of change”. These design elements include Device Mark, Strikethrough, Exuberant Colours and Makers Mark. Its new design philosophy is called Exuberant Modernism. 

The ‘Device Mark’ is a new typeface, which will be the new font for ‘Jaguar’, and it will be used company-wide. Jaguar says the Device Mark uses upper and lower case letters to create a visual harmony. ‘Strikethrough’ is a barcode-like graphic that Jaguar says will create “an unmistakable presence and an immediately recognisable visual”. 

The third, ‘Exuberant Colours’, will be a new colour palette for Jaguar and will have Yellow, Red and Blue as the base. Lastly, ‘Makers Mark’ is basically a reimagination of the Jaguar symbol which it calls the ‘Leaper’. Along with that, ‘Makers Mark’ will also include a new monogram with two ‘J’ symbols facing each other. 

Gerry McGovern, Chief Creative Officer, Jaguar, said, “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. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

Jaguar will showcase its new design and company identity at the Miami Art Week on December 2, 2024, and will showcase the Design Vision Concept. This concept car is a preview of the brand’s upcoming electric GT car.