Did Jaguar just change the game with a new logo & slogan?

Luxury carmaker Jaguar has unveiled a striking new logo as part of a transformative rebranding effort. The updated identity features a redesigned "leaper" cat emblem and bold marketing slogans like "Delete Ordinary." 

In its announcement, Jaguar described this transformation as embodying Exuberant Modernism, a creative philosophy that underpins its renewed vision. The brand shared the logo on Twitter with the succinct caption, Copy Nothing, underscoring its focus on originality.

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

On its website, Jaguar elaborated:

“It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”

The rebranding also pays homage to Jaguar’s founder, Sir William Lyons, who famously said, "A Jaguar should be a copy of nothing." The automaker emphasized that its new identity recaptures this ethos, rooted in creativity and uncompromising individuality.

Jaguar’s revamped slogan, Fearless. Exuberant. Compelling. This is Jaguar, Reimagined, sets the tone for the brand’s future as it collaborates with creators across the arts to challenge boundaries and explore fresh perspectives.

The transformation is expected to mark the beginning of a new chapter for Jaguar, where "ordinary" is left behind and bold, original thinking takes the wheel.