Jaguar has unveiled a new brand identity as it shifts towards high-end electric vehicles, competing with luxury brands such ...

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

Jaguar no longer wishes to compete with the German premium trio. The British brand is aiming higher, targeting Bentley and ...

Together with the new typeface, Jaguar will integrate a “Strike Through”—a series of 16 horizontal bars which will become a ...