Jaguar pounces on new logo

Car giant Jaguar has unveiled a new logo and a rebranded range of electric cars alongside marketing slogans such as “delete ordinary,” “live vivid,” and “copy nothing.”

- JAMES BAGGOTT ALASTAIR JAMIESON

The new logo features the British vehicle maker’s name written as JaGUar – a “seamlessly blended upper and lower case characters in visual harmony,” according to a press release from the company. A new prancing “leaper” cat design embossed on brass is set over bold lines in the rebrand, which it calls Strikethrough.

Jaguar took new cars off sale more than a year ago ahead of the revamp, which it said would act as a “fire break” as it moves towards becoming a fully electric luxury brand.

A new concept car, showcasing Jaguar’s new look, will be unveiled at Miami Art Week on 3 December.