Jaguar has revealed its new branding as it prepares for a relaunch as an electric-only brand under Tata Motors ownership. The company plans to introduce three new electric vehicles in 2026, a significant moment for the British car manufacturer.
The brand’s transformation is centered around originality, inspired by founder Sir William Lyons‘ belief that „A Jaguar should be a copy of nothing.“ The new slogan, ‚Copy Nothing‘, captures this philosophy.
The iconic teeth-baring big cat logo has been replaced with a modern JaGUar logo, featuring a geometric and minimalist design. The ‚leaper‘ cat symbol has been updated as a modern ‚maker’s mark‘, embossed on brass for a sense of craft and heritage.
Jaguar’s new color palette includes vibrant primary tones, setting it apart from traditional luxury branding. The brand aims to reclaim its cutting-edge reputation with a bold, future-focused look and feel.
The brand’s repositioning highlights the balance between modernization and legacy. Jaguar’s history of luxury, innovation, and British craftsmanship is being revitalized for a contemporary audience.
The official launch of the new brand will take place at Miami Art Week, showcasing Jaguar’s advocacy for artistic expression. The brand’s new ad campaign features diverse models in vibrant colors, a departure from its past.