Wed Nov 20 19:34:30 UTC 2024: ## Jaguar Unveils Controversial Rebrand with Logo and Video, Sparks Online Debate
**London, UK** – Jaguar has launched a new brand identity, complete with a revised logo and a striking marketing video, but the reaction online has been far from universally positive. The video, shared on X (formerly Twitter), features a group of vibrantly dressed individuals walking across a lunar-like landscape, notably absent of any Jaguar vehicles.
This rebranding follows Jaguar’s decision a year ago to cease production of petrol and diesel cars, focusing instead on the launch of three new luxury electric vehicles in 2026. The new logo, featuring the word “JaGUar” with capitalized “GU,” aims for “seamless visual harmony,” according to the company. The accompanying video also unveiled a redesigned “leaper” mascot and marketing slogans like “Delete Ordinary,” “Live Vivid,” and “Copy Nothing.”
However, the lack of cars in the video, along with the logo’s stylistic choices, has sparked considerable online criticism. Many users questioned the capitalization within the logo and the overall direction of the rebranding campaign, with several comparing it to fashion or cosmetics advertising rather than an automotive brand. Comments on X included “Edgy, it will sell cars?” and “Are you a car company or something else?” alongside numerous queries about the conspicuous absence of vehicles.
Jaguar’s social media team is actively responding to the feedback, offering cryptic messages such as “The story unfolds. Stay tuned” and “All will be revealed, and you’ll soon see things our way.”
The criticism extends beyond the video. The new logo itself has drawn considerable flak, with one Instagram user stating, “I’m a brand designer of 30 years and rarely have I seen such a bad new graphic identity. This will be taught in design classes for decades to come as a prime example of what not to do.”
Despite the negative online response, Jaguar plans to showcase a concept car reflecting its rebranded image on December 3rd at Miami Art Week in Florida.
Jaguar’s Managing Director, Rodger Glover, defended the decision to remove cars from its immediate marketing strategy, calling it a deliberate move to overcome the conflict between the old and new Jaguar image, stating the company needs to change public perception of the brand. Gerry McGovern, JLR’s Chief Creative Officer, emphasized Jaguar’s founding principle of originality, stating the rebrand aims for “exuberant modernism” and a unique, fearless identity.
The rebrand also includes a new “strikethrough” design element featuring 16 bold lines and a JR monogram, along with a vibrant color palette of red, blue, and yellow—but never flat colors.
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