However, Jaguar is dropping its distinctive “growler” cat, which has been used for decades as the main badge on grilles and bonnets.
Jaguar, whose parent company Jaguar Land Rover is owned by Indian car giant Tata Motors, said the rebrand captured the ethos of founder Sir William Lyons, who believed the marque should be a “copy of nothing”.
It described the style as “exuberant modernism”, embracing bold designs and creating a brand character that would “command attention through fearless creativity”.
Gerry McGovern, chief creative officer at Jaguar Land Rover, said: “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.
“We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”