Before unveiling the new Jaguar Design Vision 3 concept, the British company decided to change its logo, which returns to the founder’s original vision that “Jaguar should not be a copy of anything”.

The company was founded by William Lyons in 1922 as the Swallow Sidecar Company, and after WWII the name was changed to Jaguar Cars. Today, the British brand is part of Tata Motors and is called Jaguar Land Rover.

Jaguar is trying to regain the trust of customers that it has built for years, and the new logo should be just the beginning. It will debut on the new luxury electric sedan Jaguar Design Vision 3, which will hit the market in 2025.

Speaking of design, the new logo unites four basic design elements: Device Mark, Strikethrough, Exuberant Colors and Makers Marks. Device Mark emphasizes restraint, Strikethrough is a horizontal graphic motif that hints at the arrival of future models, Exuberant Colors is more associated with art, while Makers Marks are made up of the silhouette of the Jaguar and a new monogram that includes the letter “J”.

Source: JLR

Gallery: