Jaguar Starts Over With New Branding, Electric Dreams, And A Big Question Mark [Video]

Jaguar has unveiled its overhauled branding identity, marking the beginning of its EV-only era. The British marque showed off its slick new logo ahead of the December 3 reveal of the Jaguar Design Vision Concept—a precursor to a production luxury electric sedan that will follow in 2025.

The company says the reinvention is grounded in the philosophy of its founder, Sir William Lyons, who famously declared, “A Jaguar should be a copy of nothing.” The updated design language and graphics aim to communicate Jaguar’s transformation, both stylistically and in terms of its ambition to reclaim its place in the luxury market.

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The refreshed identity …