The British automaker is repositioning itself as an ultra-luxury EV brand, and the new direction is accompanied by a fresh set of badges for future Jaguars.

Jaguar is undergoing a pivotal metamorphosis. The British automaker has culled its lineup to a single model, the F-Pace SUV, which soldiers on for 2025. In the meantime, a new electric vehicle is in the works that will reposition the automaker as a high-end luxury EV brand, and, as its next move, Jaguar is relaunching with a set of new logos and a refocused design ethos.

Jaguar debuted its new look during a media briefing at its headquarters in Gaydon, England, showing off the new emblems that will adorn its upcoming lineup of three high-priced EVs. The new badges are a departure from the past, adopting a trio of new design values: “exuberant, modernist, and compelling.” Jaguar says it is “not afraid to polarize” with its new approach, starting with the new series of emblems, which may prove controversial for the Jaguar faithful.

A Fresh Style

Jaguar

Jaguar’s new look has four key facets: two logos, a typeface, a color palette, and a graphic code called “strikethrough.” The typeface—which Jaguar refers to as a “device mark”—looks crisp and modern, with the word “Jaguar” spelled out in a mix of lowercase and uppercase letters. The typeface is presented here in a gold hue on a white backdrop of horizontally oriented rectangles.

That backdrop is one instance of the “strikethrough,” described as a graphic code for the brand and taking form as a series of horizontal lines within a rectangular border. Notably, the “strikethrough” also appears in the new “leaper” logo, an evolution of the jaguar mascot that historically sprung forward as the hood ornament atop classic Jaguar cars. The new “leaper” logo features a more angular interpretation of the pouncing cat.

Jaguar

However, the logo depicting a jaguar’s face—which has appeared in the grilles of Jaguar cars during the past two decades—appears to have departed, replaced by a new circular badge. The emblem draws on the new typeface with a “J” and a “r” situated in a circle and the two letters presented in brass and linked to the curved border. The stark gold-and-white contrast of the logos will be offset by a bold new color palette, which Jaguar says will build off the primary colors, red, blue, and yellow, again to embody the value of “exuberance.”

A New Breed of Cat

Jaguar hasn’t specified how these logos will appear on its new cars, but we should have a better sense when the automaker unveils a “design vision” concept car during Miami Art Week on December 2. The concept will preview the first vehicle in Jaguar’s revitalized lineup, which the automaker began testing on public roads last week, releasing a couple of teaser images of the electric four-door grand tourer in heavy camouflage.

This as yet unnamed car will enter production by the end of 2026. Jaguar divulged a few enticing morsels at the media event about the electric platform that will underpin its new-age vehicles. Jaguar is targeting an EPA-rated range of up to 430 miles and the ability to add 200 miles of range in 15 minutes when hooked up to a Level 3 fast-charger. Jaguar also confirmed that its EVs will be compatible with Tesla’s Supercharger network without needing an adapter, implying a NACS-style charging port.

Jaguar

For now, however, Jaguar is focusing on design, claiming that styling is what will differentiate its EVs from the competition. The company describes the current crop of EVs as a homogeneous mass of high-riding, cab-forward, aerodynamic-focused blobs. Jaguar intends to counteract that with cars that are low and feature elongated proportions. While many EVs are certainly more podlike than their gas counterparts—we’re looking at you, Mercedes—we can think of exceptions, like the Rolls-Royce Spectre, that may serve as indirect competition for Jaguar’s new range.

Still, the camouflaged prototype shows an imposing vehicle with an upright front end and a lengthy cabin that gracefully swoops rearward—proportions more in line with traditional gas-powered luxo-barges instead of the soap-bar shape seen on EVs like the Mercedes-Benz EQS. Interestingly, Jaguar chose not to start its rebirth with an SUV, which might prove more popular, believing the first vehicle isn’t meant to drive volume but instead establish the brand’s new, more exclusive position.

Rethinking the Brand Experience

To explain the move upmarket, Jaguar said that while it was proud of its products over the past couple of decades, the decision to pursue a mass-market premium strategy to compete with the likes of BMW and Mercedes led to cars that weren’t distinct enough. Now it aims to make “spectacular” vehicles that will attract customers not just because they are electric but because they stand out.

Jaguar argues that the vast majority of people don’t buy cars because of the powertrain but that their decisions are emotional and based on design, brand, and experience. Jaguar, therefore, says it wants to elevate every aspect of the brand, from the purchasing process to the ownership experience. The higher prices—which Jaguar said will be roughly double the prices of its existing cars—will mean it only expects to retain 10 to 15 percent of its current customer base. Jaguar is targeting younger, wealthier, and more urban shoppers, described by the company as “design-minded” and “cash rich, time poor.”

Jaguar

A more streamlined purchasing process will come via a redesigned website, but in the U.S. customers will only be able to configure and begin the process online; they’ll have to complete the purchase in person. The website will begin the customer’s entry into a new digital ecosystem with a phone application that will aim to “foster a sense of community” and allow owners to schedule maintenance on their terms. Jaguar says it will continue to offer support for existing customers of its outgoing vehicle lineup.

Jaguar will open a small number of stores in luxury districts in the world’s biggest cities, starting with Paris, surrounded by other high-end brands like Gucci and Moncler. The stores will serve as brand experience centers but will also be equipped to handle retail sales. Jaguar also won’t need as many dealerships; the automaker says it currently has 122 locations in the United States, down from a peak of around 200.

There are still a lot of questions surrounding Jaguar’s rebirth, particularly around the technical aspects of its new EVs, and it will still be two years before its new car reaches customers. But the new logos provide a clearer sense of Jaguar’s rethought design direction, and in just two weeks this will manifest into a full car that will hint at a new era of Jaguars.