Jaguar rebrands ahead of EV transition

JLR (Jaguar Land Rover) has continued paving the way for its radical relaunch as high-end luxury EV brand by giving us our first glimpse at its new logo and branding.

The new branding includes a fresh bonnet emblem, reimagined leaper and a bright new colour palette.

“These four symbols of change are elements that will be universally recognised codes of Jaguar going forward,” design director Richard Stevens said.?

The first symbol has been dubbed the ‘device mark’ and blends lower case lettering with an uppercase G in the middle of the word that’s claimed to create “symmetry and perfect balance”.

The classic Jaguar leaper, meanwhile, returns with 16 horizontal lines known as ‘the strikethrough’ and is thought till be incorporated in future designs.

The monogram is the new bonnet emblem the brand will use on future product and looks like double Js at first, but is the first and last letter of the Jaguar name.

“If we want to move into a space beyond automotive with modern luxury, we can’t play at it, there is a real aspiration to move into a totally different space,” Stevens said.

With plans to slash the number of its dealers and move to lower volumes of higher-priced cars, Jag says it will move to Genesis-style “curated brand stores” in key cities around the world, with the first set to open in Paris’ famed Golden Triangle known primarily as the French capital of luxury retail.

The first car to catalyse Jaguar’s reboot as a luxury EV brand will be the all-electric GT which is said to offer north of 430kW along with a circa-700km range and ultra-fast charging, plus a lounge-like cabin.

The new Jaguar super-GT isn't set to touchdown until 2026.

Jaguar will then follow the GT with a large limousine and full-size SUV.

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