Everything we once associated with Jaguar, including the legendary leaping jaguar logo that graced the hoods of their cars since 1945, is being left behind. This emblem, known as the “leaping Jaguar” or simply “the leaper,” was a creation of the brand’s founder, William Lyons, and stood as one of the most expressive symbols in automotive history.
Starting in 2026, the new Jaguars will be all-electric, radically different in design, performance, and branding. These changes mark a sharp departure from tradition, promising a futuristic vision for the brand. While the world waits for the unveiling of these revolutionary vehicles later this year, Jaguar has already introduced its new visual identity.
The transformation begins with the brand name itself, which will now appear as a single word, stripped of any symbols and rendered in a brand-new, minimalistic typeface. This clean lettering is superimposed on a linear graphic pattern, evoking the look of a grille—a subtle nod to automotive heritage.
Another major change is the logo. The iconic jaguar has been replaced by an interplay of opposing “J” shapes, creating a design that exudes sophistication. The aesthetic aligns with the imagery of ultra-luxury brands, a category Jaguar clearly aims to enter.
William Lyons’ original mantra, “copy nothing,” has evolved into a bold, defining claim for the brand’s new chapter.
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