Prior to its relaunch as an electric-only brand, luxury car manufacturer Jaguar announced its ‘new era ‘ by unveiling its new logo and branding. The Tata Motors-owned British vehicle maker on Tuesday revealed a new bespoke logo, written as JaGUar, alongside a new prancing “leaper” cat design and marketing slogans like ‘delete ordinary’, ‘live vivid’ and ‘copy nothing’. The new logo emphasized the brand’s posh English pronunciation “Jag-you-are” instead of the American “Jag-wahr.
” The company said the new branding “seamlessly blended upper and lower case characters in visual harmony.” The 102-year-old luxury automaker announced its transition to electric vehicles in 2021. The brand is reportedly set to launch three new electric cars by 2026 after it took new cars off-sale over a year ago to focus on reinventing itself.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” said Gerry McGovern, Jaguar Land Rover’s chief creative officer, in a press release. As per a report by Car and Driver, the pouncing cat logo called ‘the Leaper’, which has adorned Jaguar cars for decades, is being eliminated in favour of the badge. Jaguar’s Managing Director Rawdon Glover called the rebranding as the “biggest step change” in the company’s history.
“A new era begins for Jaguar. This is an incredibly exciting time for the whol.