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British automaker Jaguar is changing its branding for “a new era” as it prepares to fulfill its plan to go all-electric for its lineup, with the first new model slated to launch in 2026. The automaker has revealed a new logo that changes the font, spaces out the letters, and uses lowercase letters on everything except for the G and U.
“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience,” writes Jaguar Land Rover’s chief creative officer Gerry McGovern. While at a press event, McGovern told journalists his team had “not been sniffing the white stuff — this is real,” according to Car Dealer Magazine.
Jaguar is taking the...
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