Jaguar unveils "unique and fearless" rebrand for "complete reset"

British car brand Jaguar has unveiled its updated logo as part of a rebrand to mark the company's move to electric-only cars.

The rebrand was realised by the carmaker's in-house team and unveiled via an advert that was mocked by online commentators for its lack of cars.

"New Jaguar is a brand built around exuberant modernism," said Jaguar chief creative officer Gerry McGovern. "It is imaginative, bold and artistic at every touchpoint. It is unique and fearless."

Designed to usher in a "new era for Jaguar" as the company stops producing petrol-powered cars, the rebrand includes an updated wordmark containing a combination of upper and lower case letters, which will become "its signature".

"It is a powerful celebration of modernism – geometric form, symmetry and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase characters in visual harmony," said Jaguar.

Along with the wordmark, the brand released a circular logo that could replace its current hood logo of a roaring jaguar.

The new logo features the uppercase J and lowercase r from the wordmark, which look the same when turned on their heads.

The third branding element released by Jaguar features the leaping wild cat – the most recognisable symbol of the brand.

According to the company, which will release its new concept car featuring the branding at Miami art week in December, the rebrand aims to be a "complete reset" for Jaguar.

"To bring back such a globally renowned brand we had to be fearless," said Jaguar managing director Rawdon Glover.

"Jaguar was always at its best when challenging convention," he continued. "That ethos is seen in our new brand identity today and will be further revealed over the coming months."

"This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar."

Along with the rebrand, Jaguar created an advert to promote its relaunch. The advert was widely mocked online with comments pointing out that it didn't include any cars.

Tesla founder Elon Musk, commented on X (formerly Twitter): "Do you sell cars?"

In response, Jaguar replied: "Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar."

Jaguar is the latest car company to rebrand for the electric era. Others including Citroën, which returned to its original logo as a "symbol of progress" and Volkswagen, which created a 2D logo for its electric cars.

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