Jaguar’s New Logo: A Bold Leap or a Misstep?

Let’s talk about Jaguar’s new logo. It’s minimal.

It’s clean. And it’s… kind of boring?

For a brand built on sleek design and roaring engines, this feels like a bit of a flat tyre. The leaping cat—gone.

Instead, we’ve got a wordmark that’s so stripped back it could be from any high-end furniture brand.

Sure, it’s modern, but does it really scream Jaguar? Or even whisper it? I get it.

Jaguar’s all about pushing into the electric future. They want to feel fresh and fancy. But the logo has always been a huge part of their identity.

That cat wasn’t just a logo; it was a vibe—fast, powerful, exciting. This new design? It’s the graphic equivalent of “just OK.” Logos are meant to connect.

They’re meant to give us a feel for what the brand’s all about. This one feels safe. And Jaguar isn’t supposed to be safe.

Minimalism might work for some brands, but Jaguar isn’t just a brand—it’s an icon.

This change feels more like a sidestep than a leap forward.

Fingers crossed the cars bring the wow factor that this logo doesn’t.