Why did luxury car brand Jaguar change its logo? What is the new logo?

16 GRILLES ADDED TO THE NEW LOGO

The British automotive company Jaguar has announced that it is changing its visual identity as part of a rebranding strategy. While the luxury automotive brand's previous logo was a silhouette of a leaping jaguar, the brand has featured a jaguar silhouette placed over 16 grilles in its new logo.

STATEMENT FROM THE BRAND

Following the backlash the change received on social media, a statement came from the brand.

The company, which will focus on producing exclusively ultra-luxury models and fully electric vehicles in the coming years, stated that it took this step to carry the brand into the future.

"A CHANGE THAT EMBRACES THE OLD AND THE NEW"

Jaguar Land Rover CCO Gerry McGovern stated that the new designs "recapture the essence of Jaguar and return it to the values that made it so loved, while making it relevant to a contemporary audience."

"A POWERFUL REFLECTION OF MODERNISM"

Taking this step before the launch where the brand will announce its transition to fully electric vehicle production has been described as a harbinger of the brand's new era. Jaguar's new visual identity was commented on as a "powerful celebration of modernism."

"NEW MONOGRAM CREATED FROM J AND R LETTERS"

The company also decided to change its monogram as part of the changes it implemented.

In the new monogram, the letters J and R, set in a gold font, were presented in a more modern and luxurious look.

BRAND NAME ALSO COMPLETELY CHANGED

Jaguar also changed the brand name lettering on its vehicles, using a different font and lowercase letters.

"WE WILL SUCCEED IN ESTABLISHING AN EMOTIONAL CONNECTION WITH OUR NEW STYLE"

"We are doing something spectacular this time," said Jaguar CEO Adrian Mardell, stating that they have reset everything with the rebranding. According to the CEO, Jaguar's new cars will succeed in establishing an emotional connection with drivers.