Jaguar, the luxury car has unveiled a new logo and introduced a striking new brand identity as part of its transition to an electric-only future by 2026. The rebranding reflects the automaker’s ...

Jaguar is just the latest in a long line of car companies that have adopted new logos that are generally lighter, thinner, rounder, less obtrusive, and more lowercase. A dozen or so years ago ...

Signed by as many as 30 members of the design team, the letter criticized the new logo’s design and the decision to rely on external input for a project so closely tied to Jaguar’s identity.