Jaguar is on path to transform itself into an all-electric vehicle manufacturer. The iconic British carmaker has revealed its new brand identity as an EV manufacturer along with a new brand logo. Along with a new logo, the company also revealed its new lettering finished in golden colour.
This comes just a few days before the company’s new EV is scheduled to make its global debut in the Design Vision Concept at Miami Art Week on 2 December 2024. The new corporate identity is Jaguar’s first step in transitioning to a battery-powered brand adopting sustainable practices.
The Jaguar lettering now gets a new font, which is rounder and more open. The company calls the Jaguar lettering the Device Mark that uses a mix of upper and lower case characters. It also gets a new Artist Mark which consists of the ‘j’ and ‘r’ letters from the new font housed within a circle. Interestingly, the choice of fonts makes the letter ‘j’ identical to ‘r’ when turned upside down.
Another new addition is the Strikethrough element seen in the maker’s logo. The horizontal lines running across the leaping cat logo and the new lettering will become the brand’s new corporate identity going forward. Besides the changes mentioned above, Jaguar will incorporate more vibrant and exuberant colours to support its new brand identity.
Jaguar has recently commenced real-world testing of its upcoming all-electric luxury saloon in the United Kingdom. This battery-powered grand tourer has already undergone rigorous virtual and physical testing, clocking tens of thousands of miles. Soon, prototypes will be seen on public roads and test tracks globally.
Set to be built on Jaguar’s dedicated electric architecture, JEA, at the Solihull plant in the UK, this unnamed model will mark a new era for the iconic British brand. While specific technical details are still under wraps, the heavily camouflaged test mule offers glimpses of its striking exterior design.
As of now, there is no word from Jaguar Land Rover (JLR) if this all-electric 4-door GT will make it to India or not. But given that JLR is owned by Tata Motors, we expect it make its India debut sometime late next year.
