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, 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.

The logo, now stylised as ‘JaGUar’, features geometric symmetry and a modern font, symbolising the brand's commitment to innovation and luxury in the electric era

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.

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 company showed four new elements, the Device Mark, the Strikethrough, the Exuberant Colors, and the Makers Marks, that herald its reinvention

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.