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Car giant Jaguar has unveiled a new logo and a rebranded range of electric cars alongside marketing slogans such as “delete ordinary”, “live vivid” and “copy nothing”.
The new logo features the British vehicle maker’s name written as JaGUar – a “seamlessly blended upper and lower case characters in visual harmony”, according to a press release from the company.
A new prancing “leaper” cat design embossed on brass is set over bold lines in the rebrand, which it calls Strikethrough.
Jaguar took new cars off sale more than a year ago ahead of the revamp, which it said would act as a “fire break” as it moves towards becoming a fully electric luxury brand.
A new concept car, showcasing Jaguar’s new look, will be unveiled at Miami Art Week on 3 December.
Jaguar managing director Rawdon Glover said taking new cars off sale was “intentional” as it looked to create …