British automaker Jaguar is changing its branding for “a new era” as it prepares to fulfill its plan to go all-electric for its lineup, with the first new model slated to launch in 2026. The automaker has revealed a new logo that changes the font, spaces out the letters, and uses a mix of upper and lowercase letters.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” writes Jaguar Land Rover’s chief creative officer Gerry McGovern. While at a press event, McGovern told journalists his team had “not been sniffing the white stuff — this is real,” according to Car Dealer Magazine.
Jaguar is taking the “contemporary” quite…