Car giant Jaguar has unveiled a new logo and a rebranded range of electric cars alongside marketing slogans such as “delete ordinary”, “live vivid” and “copy nothing”.The new logo features the British 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.

Now, Jaguar has revealed its new brand identity, including a new logo and everything else surrounding it. But let me say right from the start that it’s not

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 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.

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

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.