Jaguar Changes Its Logo & Transforms Its Brand Identity [Video]

Jaguar unveils a radical brand transformation.

Jaguar has been globally celebrated for its legacy of British luxury cars with elegant style, exciting driving character, and luxurious creature comforts for decades. Its models are some of the most iconic in their respective classes, like the XJ in luxury sedans, the F-Type in the performance car realm, and the F-PACE SVR among high-performance Super SUVs. However, Jaguar is opening a new chapter and delivering on its promise of transforming into an electric luxury car manufacturer, as it has unveiled a shocking revamp to its brand.

A colorful new campaign has debuted, showing off Jaguar’s new look, feel, and identity. It’s based on the ethos of Jaguar’s founder, Sir William Lyons, which is to “copy nothing.” The defining principle of Jaguar’s new brand identity, which includes a new logo, a new monogram, and a reimagined Jaguar “leaper,” is “exuberant modernism.”

As such, the campaign showing off the transformed Jaguaris full of neon colors and avant-garde fashion, advocating …