Jaguar is now JaGUar

British automaker Jaguar is changing its branding for “a caller era” arsenic it prepares to fulfill its program to go all-electric for its lineup, with the archetypal caller exemplary slated to motorboat successful 2026. The automaker has revealed a caller logo that changes the font, spaces retired the letters, and uses lowercase letters connected everything but for the G and U.

“This is simply a reimagining that recaptures the essence of Jaguar, returning it to the values that erstwhile made it truthful loved, but making it applicable for a modern audience,” writes Jaguar Land Rover’s main originative serviceman Gerry McGovern. While astatine a property event, McGovern told journalists his squad had “not been sniffing the achromatic worldly — this is real,” according to Car Dealer Magazine.

Jaguar is taking the “contemporary” rather virtually arsenic it props its transformed marque that’s “defined by exuberant modernism” against Pop Art era-inspired advertizing featuring precise superior (or sad?) models wearing colorful garments.

Jaguar is besides leaning heavy connected a punctuation from the institution founder, Sir William Lyons, for its branding: “A Jaguar should beryllium a transcript of nothing.” Now, the company’s ethos volition spell by “copy nothing,” and it’s printing different selling lines similar “delete ordinary” and “live vivid.”

There’s besides “create exuberant,” which mightiness mean upcoming cars similar the 2026 Jaguar super-GT could person wholly caller plan elements.