Jaguar has unveiled a new logo that emphasizes its posh pronunciation as it transitions into a “new era” that emphasizes its all-electric vehicle lineup.

Luxury car manufacturer Jaguar has unveiled a new logo and branding ahead of its relaunch as an electric-only brand. The British vehicle maker, owned by Tata Motors, will launch three new electric cars in 2026, having taken new cars off sale more than a year ago to focus on reinventing the brand.

Jaguar recently began testing its upcoming electric 4-door GT which will be making its debut in concept form next month.

The new brand identity comes as part of the automaker's effort to transition into an ultra-luxury EV brand by 2026.

(CNN) - Luxury automaker Jaguar is undergoing a bit of a transformation. The British company is replacing its iconic logo. The old logo featured all capital letters.

The British car maker has taken new cars off sale to the general public for more than a year as it reinvents itself to launch three new electric cars, starting in 2026. The new logo is produced in a bespoke font and the car maker says its "geometric form" has combines "upper and lower case characters in visual harmony.

Jaguar unveils new logo and look for cars after taking a year off - Jaguar took a year break to ‘create a barrier’ between the old models and the new

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.