Jaguar Unveils Controversial New Logo and Branding Amidst Public Backlash

Jaguar, the iconic British car brand, has unveiled a significant rebranding effort that includes a new logo, wordmark, and overall brand identity, but the move has been met with widespread criticism and mockery online.

The new logo features a reimagined “leaping Jaguar” cat, which appears thinner and more angular than its predecessor. The wordmark has also been updated to blend upper and lowercase letters for “symmetry and simplicity.”

The rebrand is part of Jaguar’s strategy to reposition itself as a premium brand, competing with the likes of Bentley and Maserati rather than BMW and Audi. This shift includes a higher price point, with new models expected to start in the $130,000-$140,000 range.

The new branding is underpinned by a creative philosophy called “Exuberant Modernism,” which emphasizes bold, artistic, and unique elements at every touchpoint. The brand will also incorporate “exuberant colors” into its new identity.

The promotional video for the rebrand, posted on social media platforms, has been particularly contentious. The video features models in futuristic outfits and an alien-like landscape, but it does not show any cars, which has led to significant backlash. Critics, including Tesla founder Elon Musk, have questioned the relevance and effectiveness of the advertising strategy.

Jaguar has not sold new cars to the general public for over a year, a move described as intentional by managing director Rawdon Glover, to create a clear distinction between the old and new brand identities. The full rebrand will be officially launched on December 2 during the Miami Art Week, where Jaguar will unveil a new electric GT model.