The Jaguar brand as we know it is on the verge of a radical transformation. It's time to leave behind the traditional image of the British brand, including its famous logo depicting a leaping jaguar, known as the “leaping Jaguar” or simply “the leaper”.
This iconic logo, designed by the brand's founder, William Lyons, has proudly adorned the hoods of Jaguars since 1945. But from 2026, Jaguar will adopt a new visual identity.
A new face for Jaguar
The new Jaguars, expected for 2026, will break with the past not only in terms of design, but also in terms of performance. The most impactful change will undoubtedly be the disappearance of the famous leaping feline. In its place, Jaguar adopted a much simpler logo: the name “jaguar” will now be written in fullwith a unique and minimalist typographic style. Nothing very original in short, since almost all manufacturers have adopted “flat design”, starting with BMW, Audi, Skoda and even Volkswagen.
While waiting to discover the new cars which promise to be “revolutionary”, Jaguar has unveiled its new visual identity. The brand name is now presented in specially designed lettering, on a linear graphic background subtly evoking a grille, as a nod to the past, while future Jaguars, entirely electric, will no longer need a grille. .
The new emblem features a graphic play of two opposing “j” letters, a design reminiscent of the logos of major luxury brands. This aesthetic evolution reflects the new direction that Jaguar wishes to take: that of modern and sophisticated refinement. Not sure that this speaks to traditional Jaguar customers.
A 100% electric range to come
If the famous jaguar disappears from the hoods, it will not be completely abandoned. It should make a reappearance in the background, as a pattern of horizontal lines, with a noticeable change in the direction of the jump: now facing forward. According to the designers, this detail will symbolize “an expressive code and the sign of an accomplished work”a nod to the more high-end finishes of future models. Just that.
For now, Jaguar is leaving room for imagination, while awaiting the official presentation of its first concept car on December 2, during the Miami Art Week event. The brand promises an approach marked by a “modernist, colorful and original exuberance”terms taken directly from the official press release. Jaguar thus takes up the historic slogan of its founder, William Lyons, “copy nothing”, and makes it a leitmotif for the future.
For our part, we would be curious to know how many thousands (or even millions) of euros have been allocated to communication and design companies to achieve this result which, if not original in 2024, completely breaks with the very essence of the brand.
