Jaguar's new logo: the brand is gearing up for a transformation

Jaguar continues to prepare for a complete "reboot" - it is gradually finalising the production of models from its current line-up and preparing to unveil a concept car that will launch a new design language. But no reboot is without an updated corporate identity, so the British carmaker has unveiled its new logo.

What's changed?

The brand's world-famous symbol - the leaping jaguar - has undergone a change. The new image of the predator became thinner and sharper, which added dynamics to the emblem. The font of the "Jaguar" inscription has also been updated, now combining lowercase and uppercase letters.

This rebranding symbolises Jaguar's aspiration to rise into the league of luxury brands at the level of Bentley and Maserati. The starting price of the new electric models will therefore rise to between €120,000 and €130,000, well above the starting price of the previous generation models that competed with BMW and Audi.

Jaguar will present its vision of the future on 2 December during Miami Art Week. At the same time will premiere the concept of "Exuberant Modernism" - this is the philosophy that will be the basis for new developments of the company.

Source: Jaguar