Jaguar has recently unveiled a brand new identity and logo to signify the start of a full-time EV era for the luxury brand.

According to Jaguar, this reinvention is based on the philosophy of its founder, Sir William Lyons, who is famously quoted as saying, “A Jaguar should not copy anything.”

The four main pillars of Jaguar’s identity overhaul are:

• Device Mark: A minimalist logo featuring the Exuberant typeface.
• Strike Through: Sixteen horizontal stripes that will be used on upcoming models.
• Exuberant Colors: A new color palette for Jaguar models.
• Maker’s Mark: Comprising two symbols—the leaping Jaguar image and a monogram featuring the letters ‘j’ and ‘r.’

These four visuals will appear on concept models as well as three promised electric production models set to launch before 2030.

One of the models expected to be launched is a sedan based on a prototype heavily covered in camouflage stickers.

It features a low, long sedan design, reminiscent of a blend between the Porsche Taycan and the BMW i7.

This significantly different design approach from Jaguar’s previous strategies indicates the manufacturer’s readiness to compete with other ultra-luxury brands such as Bentley and Rolls-Royce.