Jaguar is changing its iconic logo

The cat’s out of the bag: Jaguar has unveiled a new logo that emphasizes its posh pronunciation as it transitions into a “new era” that emphasizes its all-electric vehicle lineup.

Jaguar has unveiled a new logo that emphasizes its posh British pronunciation as it transitions into a “new era” that emphasizes its upcoming all-electric vehicle lineup. The 102-year-old luxury automaker is replacing its former logo, resplendent in all capital letters, with a new one that is supposed to be a “powerful celebration of modernism,” the company announced Tuesday. It’s also a little less of the American “Jag-wahr,” and a bit more of the traditional “Jag-you-are,” as it’s said across the pond. Perhaps best known for its pricey race cars and luxurious sedans, Jaguar has stripped itself down to one model in the US, the F-Pace SUV, and stopped selling cars entirely in the British market as it tries to re-invent itself as an electric vehicle maker. The first electric vehicle after the company’s re-imagining is planned to go into production in 2026. The gold-colored Jaguar letters, designed with a custom font, are spaced out and in lowercase, except for “G” and “U,” which the company says demonstrates the “unexpected by seamlessly blending upper and lowercase characters in visual harmony.”