2025 brand design trends: Reinvention in the age of EVs
Explore 2025 brand design trends reshaping the EV era. From Jaguar's bold reinvention to lessons from Harley & Honda, discover innovation in motion.
As we move into 2025, the world of brand design is experiencing a seismic shift. The rise of electric vehicles (EVs) has not only revolutionised the automotive industry but also the way brands position themselves within the market.
One of the boldest moves this year comes from Jaguar, a brand historically steeped in luxury and tradition, which has now redefined itself as an EV-exclusive manufacturer. With their new mantra, “copy nothing,” Jaguar has sparked both admiration and backlash, illustrating just how emotional and polarising brand reinvention can be.
Jaguar’s bold leap forward
Jaguar’s pivot to an EV-only future was nothing short of audacious for a brand synonymous with British elegance and high-performance combustion engines. The decision to rebrand and distance itself from its storied past has drawn criticism, especially from automotive purists who feel the company has “lost its way.”
Yet, this reinvention was necessary if we strip away the sentimentality and focus on the hard facts. Jaguar’s sales had been declining year-on-year, and staying stagnant in an increasingly electrified market was not an option.
By reimagining itself as a niche, EV-focused luxury brand, Jaguar is carving out a future where it is a direct competitor to innovators like Tesla and Polestar. Furthermore, as part of a group that offers a broad range of conventional vehicles, this bold rebranding allows Jaguar to specialise without jeopardising the group’s overall market reach.
Lessons from Harley-Davidson® and Honda
Jaguar is not alone in this journey. Other legacy brands have made similar moves, and they offer valuable lessons in how to execute reinvention successfully.
Take Harley-Davidson, for example. Initially launching its LiveWire EV bike model under the iconic HD brand, Harley quickly realised that the future of its electric offering needed its own identity. By spinning LiveWire into a standalone brand, Harley-Davidson maintained its core business’s heritage and rugged charm while giving LiveWire the freedom to innovate and appeal to a younger, tech-savvy demographic.
Similarly, Honda has recently launched a new brand redesign to support its EV car lineup better. While fresh and modern in design, Honda has skilfully woven elements of its heritage into the narrative, creating a seamless balance between the past and the future. This approach, though challenging, positions Honda’s EV brand alongside disruptors like Tesla and Polestar without potentially alienating its loyal customer base.
The rise of separate EV brands
As EV adoption grows, I predict that more automotive companies will follow suit, creating separate identities for their electric offerings. This strategic move serves as a “brand lifeboat,” providing flexibility for companies to double down on their EV lines if sales soar or pivot back to other segments if the market shifts.
Brands that take this leap are not just selling vehicles—they’re redefining their legacy and future. It’s a high-stakes game that promises significant rewards for those willing to embrace the risks.
Why brand design matters more than ever
At the heart of these decisions lies the power of brand design. A well-executed brand doesn’t just sell products; it tells a story, evokes emotion, and forges a connection. Jaguar’s rebranding, for example, has stirred passion among both advocates and critics, proving that brands are more than just logos or taglines—they’re living entities that inspire loyalty, debate, and even outrage.
As we move through 2025, the landscape of brand design will continue to shift. Legacy companies will be challenged to strike the right balance between heritage and innovation, while newcomers will push boundaries and redefine what’s possible. One thing is certain: standing still is not an option in this electrified future.
So, as we watch these brands evolve, one question remains: who will lead the charge, and who will get left behind?