Jaguar rebrands ahead of EV transition
New logo and branding rolled-out ahead of car-maker’s EV switch that’s said to recapture the ‘essence of Jaguar’
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.
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