Jaguar unveils new logo & corporate identity ahead of EV debut

Jaguar's all-electric 4-door GT concept is scheduled to debut on 2 December 2024.

Jaguar has officially unveiled its new brand identity, the first step towards transitioning into an EV-only brand from 2026. As part of the new brand identity, Jaguar has revealed a set of logos: Device Mark, Artist Mark, Maker's Mark and Strikethrough.

The Device Mark is a simple 'Jaguar' lettering in upper and lower cases using a different rounder font than before. The Artist Mark, also called 'monogram' features the letters 'j' and 'r' within a circle. The Strikethrough is a series of horizontal lines, either on its own or in two iterations: one to carry the lettering and the other with the leaper - the iconic leaping cat. The Strikethrough logo with the leaping cat is also called the Maker's Mark.

The brand's new identity will debut on Jaguar's all-electric 4-door GT concept, scheduled to debut on 2 December 2024. The concept previews Jaguar's first all-electric model which will go on sale in 2026.

Currently, Jaguar only has its F-Pace on sale globally. The F-Pace SUV is expected to continue to be on sale through 2025 and will be discontinued ahead of the electric GT's arrival.