The British car maker has taken new cars off sale to the general public for more than a year as it reinvents itself to launch three new electric cars, starting in 2026. The new logo is produced in a bespoke font and the car maker says its "geometric form" has combines "upper and lower case characters in visual harmony.

Jaguar has unveiled a new logo that emphasizes its posh pronunciation as it transitions into a “new era” that emphasizes its all-electric vehicle lineup.

Jaguar unveils new logo and look for cars after taking a year off - Jaguar took a year break to ‘create a barrier’ between the old models and the new

The new wordmark is a mix of upper- and lower-case letters. Jaguar is in transition. It's winding down production of the last models in its current lineup before relaunching the brand further up-market and at a higher price point.

The British automaker is repositioning itself as an ultra-luxury EV brand, and the new direction is accompanied by a fresh set of badges for future Jaguars.