Jaguar
British luxury car manufacturer repositioning as an all-electric brand built around 'exuberant modernism.'
Key-Facts
Brand Chronology
Jaguar Retires Leaper for Exuberant Modernism
2024
Logo Redesign
2024
On 19 November 2024, Jaguar announced the most comprehensive brand identity refresh in its 81-year history. The new wordmark itself breaks convention with a mixed case approach: uppercase J, lowercase a, uppercase G, uppercase U, lowercase a and r. This typographic strategy, paired with the "Device Mark" (a stylized geometric form), establishes a more contemporary visual language while maintaining connection to the brand's heritage. The suite also introduces the Makers Mark (a reimagined leaper), a Monogram, and a "Strikethrough" graphic pattern.
Logo Redesign
2021
The Jaguar logo was refreshed in 2021 with a cleaner, flatter look. The iconic leaping jaguar was refined, emphasizing its contours and subtly adjusting the lines to give it a more contemporary feel. At the same time, the wordmark was updated: the uppercase lettering now uses an extended sans-serif typeface with sleek, forward-looking shapes that reinforce a modern, progressive identity.
Jaguar’s campaign brings together British acting talent for a cinematic brand moment
2015
Logo Redesign
2012
The 2012 Jaguar logo showcased a three-dimensional leaping jaguar rendered in silver-gray tones, conveying both elegance and a contemporary aesthetic. Its sculpted appearance was paired with a strong, polished wordmark, creating a balanced and recognizable visual identity. Subtle gradients within the gray palette added a sense of depth and motion, enhancing the logo’s sleek and dynamic character. Altogether, these elements reinforced the brand’s image of refinement, performance, and premium quality.
Logo Redesign
2001
The visual update introduced in 2001 marked the beginning of a new chapter for the brand. Following its acquisition by Ford Motor Company and integration alongside Land Rover, Jaguar set out to modernize its corporate identity. The redesign was carried out in collaboration with the The Partners agency and a professional sculptor, resulting in a refined interpretation of the iconic emblem.
Logo Redesign
1982
This version marked a significant turning point, as it was the first time the iconic leaping jaguar silhouette—known as the “Leaper”—was fully integrated into the logo. Earlier designs had relied primarily on typographic elements that focused on the brand name alone. With this update, a visual symbol was introduced alongside the lettering, greatly enhancing recognition and strengthening the brand’s identity.
