Jaguar is saying goodbye to its iconic "growler" logo as part of a bold rebranding effort focused on electric vehicles (EVs). This change marks a departure from the brand’s traditional image and aims to attract a younger, more diverse, and wealthier customer base for its new luxury EV lineup. While the famous leaping Jaguar emblem will still be part of the brand, it will undergo a transformation.
The company is going all-in on an electric future, committing to phase out petrol and diesel engines four years ahead of the UK government's deadline. However, this drastic shift means only around 15% of Jaguar’s current customers are expected to stay with the brand. The rest of the future customer base will likely be new to Jaguar, many of whom may not even be familiar with its heritage.
The rebrand includes a new typeface called 'Jaguar Exuberant,' with a unique mix of uppercase and lowercase letters, and a redesigned logo that features a bold, linear graphic inspired by logos like Adidas and IBM. The new identity aims to showcase Jaguar as a modern, creative, and fearless brand.
Jaguar is also adopting vibrant colours like red, yellow, and blue in its branding to reflect its connection with art and modernism. The company’s design chief, Gerry McGovern, emphasised that the rebranding will be bold and controversial, aimed at creating the same level of excitement as the E-Type did in the 1960s. McGovern sees this as a complete reimagining of the brand, focused on returning to Jaguar’s original spirit but for a new, contemporary audience.
Despite the radical transformation, Jaguar remains confident about its future. Managing director Rawdon Glover noted that while 85% of future customers will be new to Jaguar, the brand’s redesign is all about inspiring a new generation. Jaguar will reveal its first all-electric concept car in December, setting the stage for three new EV models to launch by 2026, starting with a high-performance GT grand tourer.
These changes signal a major shift for Jaguar, which hopes its bold vision will win over new customers and redefine its place in the automotive world.
