Jaguar retires iconic ‘growler’ logo in electric rebrand to attract new generation

Jaguar is set to retire its renowned “growler” logo—the iconic teeth-baring big cat that has adorned its cars for decades—as part of a bold rebranding strategy aimed at attracting younger, wealthier, and more diverse customers.

The move comes as the British luxury carmaker shifts its focus towards an all-electric future, with plans to launch three electric models in 2026.

While the “leaper”—the emblematic jaguar in mid-flight—will remain, it will be updated with a more angular design set against a striking backdrop of 16 bold lines, inspired by IBM’s logo. The reimagined branding also introduces a new “device mark,” a monogram combining the letters J and R within a circle, and a refreshed typeface that “seamlessly blends upper and lower-case characters in visual harmony,” according to the company.

The “growler” logo is being ditched as the company aims to “change people’s perceptions of what Jaguar stands for”

Accompanying these visual changes is an “exuberant colour palette” featuring vibrant reds, blues, and yellows, moving away from flat colours to capture the attention of a contemporary audience.

“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,” said Gerry McGovern, chief creative officer at Jaguar. “We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

No turning back on electric vision

The rebrand signifies a significant shift for Jaguar, which has removed existing new car models from showrooms over a year ago to create a clear distinction between its legacy vehicles and forthcoming electric lineup. The company expects to retain only 15% of its existing customer base, viewing the overhaul as starting with a “clean sheet.”

Senior managers have emphasised that there is no Plan B beyond their electric vehicle strategy, stating the company must be “fearless” and challenge convention to survive in the evolving automotive landscape.

Rawdon Glover, managing director of Jaguar, explained that taking new cars off sale was an intentional move to reset consumer perceptions. “From a marketing sense, at the moment, there are lots of people out there that know what Jaguar stands for, and actually it doesn’t stand for them,” he said. “We need to change people’s perceptions of what Jaguar stands for. And that’s not a straightforward, easy thing to do. So, having a fire break between old and new is actually very helpful.”