JAGUAR has a new logo as the great British auto maker reveals a new brand identity before it becomes an all-electric vehicle maker in 2026.

It says the new design captures the ethos of founder Sir William Lyons ‘to Copy Nothing, by being unique and original'.

Jerry McGovern, JLR's chief creative officer, said: "Jaguar has its roots in originality. Sir William Lyons, our founder, believed that Jaguar should be a copy of nothing'.

"Our vision for Jaguar today is informed by this philosophy New Jaguar is a Brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

"This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once mode it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community."

The new logo features upper and lower case characters while the leaper is reimagined in a contemporary style.

The new logo comes as Jaguar prepares to show a concept of its first new EV at the Miami Art Week in December.

To bring back such a globally renowned brand we had to be fearless. Jaguar was always at its best when challenging convention.

"That ethos is seen in our new brand identity today and will be further revealed over the coming months.

"This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation.

"I am excited for the world to finally see Jaguar," said Rawdon Glover, managing director, Jaguar