Jaguar is ushering in a new chapter as it reimagines its brand in preparation for a fully electric future. The automaker plans to launch its first all-electric model in 2026, accompanied by a refreshed visual identity. The redesign features a modernized logo with a mix of upper and lowercase letters and more spaced-out characters, symbolizing the company’s shift toward “exuberant modernism.”
Chief Creative Officer Gerry McGovern described the rebranding as a return to Jaguar’s core values, making them relevant for contemporary audiences. At a press event, he emphasized the authenticity of the transformation, humorously quipping, “This is real.”
The new ethos draws from founder Sir William Lyons’ principle, “A Jaguar should be a copy of nothing,” distilled into the slogan “Copy Nothing.” Marketing phrases like “Delete Ordinary” and “Live Vivid” reflect the brand’s bold direction, hinting at innovative designs for upcoming models, such as the anticipated 2026 Jaguar super-GT.
Complementing the branding overhaul, Jaguar has embraced Pop Art-inspired advertising featuring vibrant visuals and strikingly serious models, signaling a blend of tradition and modernity in its future endeavors.
News Source:theverge，This article does not represent our position.
