Jaguar is set to ditch its iconic ‘Growler’ logo – the iconic 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 ‘leap’ – the iconic Jaguar in mid-flight – will remain, it will be updated with a more angular design against a striking background of 16 bold lines, inspired by the IBM logo. The reimagined brand also introduces a new “device mark,” a monogram that combines the letters J and R within a circle, and an updated typeface that “seamlessly blends upper and lower case letters in visual harmony,” according to the company.
These visual changes are accompanied by an “exuberant color palette” that includes vibrant reds, blues and yellows, moving away from flat colors to appeal to a contemporary audience.
“It’s a reimagining that recaptures the essence of Jaguar, returning it to the values that made it so beloved, but making it relevant to a contemporary audience,” said Gerry McGovern, Jaguar’s chief creative officer. “We are creating the Jaguar of the future, restoring its position as a brand that enriches the lives of our customers and the Jaguar community.”
There is no return to electric vision
The rebranding represents a major shift for Jaguar, which removed existing new car models from showrooms more than a year ago to create a clear distinction between its older cars and its upcoming electric lineup. The company expects to retain only 15% of its current customer base, considering that a comprehensive overhaul begins with a “clean slate.”
Senior managers emphasized that there is no plan B beyond their electric vehicle strategy, noting that the company must be “courageous” and challenge convention in order to survive in the evolving automotive landscape.
Rawdon Glover, Jaguar’s managing director, explained that withdrawing new cars from sale was an intentional move to reset consumer perceptions. “Marketing-wise, right now, there are a lot of people who know what Jaguar stands for, and in reality it doesn’t stand for them,” he said. “We need to change people’s perceptions of what Jaguar stands for. And that’s not easy and straightforward. So, having a fiery break between the old and the new is actually very helpful.”