Jaguar is set to retire its renowned “growler” logo—the iconic teeth-baring big cat that has adorned its cars for decades—as part of a bold rebranding strategy aimed at attracting younger, wealthier, and more diverse customers.
The move comes as the British luxury carmaker shifts its focus towards an all-electric future, with plans to launch three electric models in 2026.
While the “leaper”—the emblematic jaguar in mid-flight—will remain, it will be updated with a more angular design set against a striking backdrop of 16 bold lines, inspired by IBM’s logo. The reimagined branding also introduces a new “device mark,” a monogram combining the letters J and R within a circle, and a refreshed typeface that “seamlessly blends upper and lower-case characters in visual harmony,” according to the company.
Accompanying these visual changes is an “exuberant colour palette” featuring vibrant reds, blues, and yellows, moving away from flat colours to capture the attention of a contemporary audience.
“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, chief creative officer at Jaguar. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”
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