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.

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.

(CNN) - Luxury automaker Jaguar is undergoing a bit of a transformation. The British company is replacing its iconic logo. The old logo featured all capital letters.

Ahead of the reveal, Jaguar has given a taste of the new branding with which it plans to define its future lineup. It suggests a younger, more fashion-conscious target customer very different to Jaguar's traditional customers who may have grown up lusting over E-Types, XKs, and XJs.

Jaguar isn't just looking to stage a comeback, the British automaker is teeing up to be completely reborn. Its plan of a complete rebrand, fresh vehicle lineup, new market positioning and revised sales targets has been revealed publicly for the first time.

The new bespoke logo, written as JaGUar, has "seamlessly blended upper and lower case characters in visual harmony", the company said [PA Media] Luxury car manufacturer Jaguar has unveiled a new logo and branding ahead of its relaunch as an electric-only brand.

Jaguar, who has been very quiet for the last year or thereabouts, has revealed its new logo and also the first images of its new EV that will be launched in 2026. The new logo is a radical departure from the erstwhile Jaguar logo and sees the retirement of the signature Jaguar head and font in favour of a more contemporary design.

As Jaguar embarks on a voyage upmarket on a flotilla of electric vehicles, the company has started to rebranding itself.