JAGUAR LONDON
Since its founding in 1922, Jaguar has changed its logo only nine times—roughly once every 10 years. However, the emblem featuring a leaping jaguar as we know it today has been in use for over 40 years, evolving gradually over time.
A Radical Transformation
As you may know, Jaguar is currently undergoing a major restructuring. In fact, the brand recently announced that it wouldn’t release any new vehicles until 2026.
To mark the beginning of this transformation, Jaguar is introducing a new logo and a refreshed brand image. According to the company, the new emblems are a “symbol of change and represent the brand’s new identity.”
Let’s talk about the main logo: a jaguar silhouette in a grille with horizontal lines. This design could easily be integrated into the grille itself, creating an interesting negative space effect. Then, there’s the word \"Jaguar,\" presented in a sleek new typeface that’s more elegant than ever. This updated visual signature will likely make the brand name, often found at the rear of vehicles, stand out even more. Finally, there’s a new circular emblem featuring the letters “J” and “R.” This may replace the feline head currently seen on the grille or hood of certain models.
Jaguar will unveil a new model on December 2nd, giving us a chance to see how each of the new emblems introduced in November will appear on the vehicle’s body. From what we know so far, the new model will be a large luxury sedan, potentially competing with the likes of the Bentley Flying Spur and Rolls-Royce Ghost.
The past few years may have been challenging for the British automaker, but I believe Jaguar is headed for a bright future and could surprise us greatly in the years to come.
Jean-Sébastien Poudrier
