Jaguar is now JaGUar – The Verge

British automaker Jaguar is changing its branding for “a new era” as it prepares to fulfill its plan to go all-electric for its lineup, with the first new model slated to launch in 2026. The automaker has revealed a new logo that changes the font, spaces out the letters, and uses lowercase letters on everything except for the G and U.

“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” writes Jaguar Land Rover’s chief creative officer Gerry McGovern. While at a press event, McGovern told journalists his team had “not been sniffing the white stuff — this is real,” according to Car Dealer Magazine.

Jaguar is taking the “contemporary” quite literally as it props its transformed brand that’s “defined by exuberant modernism” against Pop Art era-inspired advertising featuring very serious (or sad?) models wearing colorful garments.

Jaguar is also leaning heavily on a quote from the company founder, Sir William Lyons, for its branding: “A Jaguar should be a copy of nothing.” Now, the company’s ethos will go by “copy nothing,” and it’s printing other marketing lines like “delete ordinary” and “live vivid.”

There’s also “create exuberant,” which might mean upcoming cars like the 2026 Jaguar super-GT could have entirely new design elements.