Jaguar, the British luxury automaker, underwent a complete visual identity overhaul in November 2024 as part of its transition to an electric-only brand. The rebrand introduced a new wordmark, a circular monogram, a graphic device called the Strikethrough, and a refreshed presentation of the company’s long-running leaping cat emblem, known as the Leaper [1].
Design and History
The 2024 rebrand, realized by Jaguar’s in-house team, was described by the company as a “complete reset” [1]. It introduced four new brand elements. The first is the Device Mark, a new wordmark that blends upper and lowercase characters in a geometric form [2]. The second is the Artist’s Mark, a circular monogram combining the “J” and “r” from the wordmark, designed so it appears right-side-up even when rotated 180 degrees [2]. The third is the Strikethrough, a series of bold horizontal lines described by Jaguar as its “universal DNA” [2]. The fourth is the Maker’s Mark, which pairs the Strikethrough with the Leaper, the leaping cat that has been the brand’s most recognizable symbol [2].
The Leaper itself has a long history. It was designed by artist and sculptor Frederick Gordon Crosby for SS Cars Ltd, the company that would become Jaguar, and was announced in December 1938 as an available mascot for the Jaguar car line [3]. The three-dimensional hood ornament debuted in 1945 and remained in use for decades [4]. In 2012, Jaguar updated the Leaper as part of its “Alive” campaign, giving the cat a shiny metallic finish and placing the Jaguar name below it, with the typeface matching the badges used on models like the XF and XJ [5].
In the 2024 rebrand, the Leaper appears to be the only carryover from the previous identity [2]. The company retired the Roaring Jaguar monogram, which featured a jaguar’s face with lettering above it, and the 3D leaper emblem that once adorned bonnets [2]. Jaguar managing director Rawdon Glover explained the decision: “We can’t present a bold new Jaguar by only looking to the past, but at the same time, we understand and value our provenance, and that’s why, along with the many exciting new designs, you will still see the leaper but presented in a new fashion” [2].
Meaning and Symbolism
Jaguar’s official materials describe the new identity as inspired by modernism, emphasizing symmetry, simplicity, and intent [6]. The company describes the Leaper as a symbol of prestige and excellence, “always leaping forward,” representing the brand’s origins and pursuit of excellence since its founding [6]. The Artist’s Mark is described as a statement of authenticity, created by artists, while the Strikethrough is presented as a symbol of exuberance and originality, ignoring the ordinary [6].
Typography and Design
The new Device Mark wordmark uses a bespoke font that Jaguar says combines “geometric form, symmetry and simplicity” by seamlessly blending upper and lowercase characters [1]. The font is rounder and more open than the previous lettering [2]. The Artist’s Mark monogram, built from the “J” and “r” of the wordmark, achieves visual symmetry through the font’s design, making it appear identical when inverted [2].
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