Car giant Jaguar has unveiled a new logo and a rebranded range of new electric cars alongside marketing slogans such as “delete ordinary”, “live vivid” and “copy nothing”.The new logo features the British luxury vehicle maker’s name written as JaGUar - a “seamlessly blended upper and lower case characters in visual harmony”,

As part of a grand plan for reinvention, Jaguar will introduce a completely new design language where new cars will look "as though they were carved from a single block," according to Managing Director Rawdon Glover.

Jaguar isn't just looking to stage a comeback, the British automaker is teeing up to be completely reborn. Its plan of a complete rebrand, fresh vehicle lineup, new market positioning and revised sales targets has been revealed publicly for the first time.

Ahead of the reveal, Jaguar has given a taste of the new branding with which it plans to define its future lineup. It suggests a younger, more fashion-conscious target customer very different to Jaguar's traditional customers who may have grown up lusting over E-Types, XKs, and XJs.

Jaguar has revealed its new brand logo and a new identity which will change the perception and image of the luxury brand.

The company showed four new elements, the Device Mark, the Strikethrough, the Exuberant Colors, and the Makers Marks, that herald its reinvention

The new wordmark is a mix of upper- and lower-case letters. Jaguar is in transition. It's winding down production of the last models in its current lineup before relaunching the brand further up-market and at a higher price point.

The British automaker is repositioning itself as an ultra-luxury EV brand, and the new direction is accompanied by a fresh set of badges for future Jaguars.