Jaguar is changing its iconic logo

New York CNN — Jaguar has unveiled a new logo that emphasizes its posh British pronunciation as it transitions into a “new era” that emphasizes its upcoming all-electric vehicle lineup. The 102-year-old luxury automaker is replacing its former logo, resplendent in all capital letters, with a new one that is supposed to be a “powerful celebration of modernism,” the company announced Tuesday. The gold-colored Jaguar letters, designed with a custom font, are spaced out and in lowercase, except for “G” and “U,” which the company says demonstrates the “unexpected by seamlessly blending upper and lowercase characters in visual harmony.” Jaguar's new logo. Jaguar Other changes to Jaguar’s branding include a redesigned pouncing cat logo, called the “Leaper,” and a new monogram that incorporates the “J” and “R” in the brand name.