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Writer's pictureTom Lawrie

Jaguar’s rebrand: a misstep of epic proportions or a masterstroke of genius?


jaguar rebrand

Jaguar's recent rebrand has ignited one of the most polarising debates on design in recent memory, transcending the realm of graphic design and brand strategy to dominate global headlines. Was this a reckless gamble, or a calculated stroke of brilliance?


Jaguar rebrand: from outrage to passion


In a single week, Jaguar transformed from a struggling car manufacturer facing an identity crisis into one of the most talked-about brands on the planet. The rebrand became a cultural flashpoint, stirring conversations that pivoted from reliability woes and quality issues to a celebration of Jaguar’s storied heritage.


Yes, there was outrage—a lot of it. But the outrage was underpinned by passion and loyalty, revealing how deeply people care about the brand. Remarkably, the narrative shifted overnight, from complaints about product failings to reverence for Jaguar’s iconic legacy. This seismic reset in public perception presents an extraordinary opportunity—if Jaguar can harness this momentum, they might just rekindle hearts and minds.



A strategy by design?


Could this uproar have been part of Jaguar’s plan all along? The timing raises eyebrows: unveiling a divisive rebrand just weeks before introducing a critical new model—a product hailed as the new vision for their brand and one that must succeed to secure their future. 


The rollout was deliberately cryptic. Jaguar teased a minimalist wordmark in a vivid pink, paired with a rounded typeface—a stark departure from the brand’s traditional associations with luxury and power. To many, the new design felt more suited to a trendy startup or boutique product than a brand synonymous with performance and prestige. Critics derided the colour choice as evoking last year’s Barbiecore aesthetic and panned the typography as uninspired.


Predictably, the backlash was swift and merciless. Designers and critics lambasted the rebrand, sparking a viral storm of negativity that extended beyond creative circles to mainstream audiences. But without access to the project brief or insight into Jaguar’s strategic goals, is it fair to call the rebrand a failure? Perhaps the uproar is exactly what Jaguar intended: to disrupt, provoke, and ignite conversation.


A bold departure from the past


Jaguar's new vision emphasises qualities like “fearless, exuberant, imaginative, bold, and artistic.” Yet it remains overshadowed by its sibling brand, Land Rover. Faced with stagnation, Jaguar is looking to its roots: innovation and risk-taking. The legendary SS of 1935 and the iconic E-Type of 1961 were bold creations, born not from caution but from audacity.



This rebrand is a gamble—a clear attempt to rewrite Jaguar’s narrative. It’s a move that says, “We won’t stay trapped in the past, repeating the same playbook.” Change is necessary, and Jaguar know that not everyone will be along for the ride, but there is a creative market out there, for whom no one is really catering for.


Personal reactions and a glimpse ahead


Yes, I feel alienated by what I've seen of the new identity. The typography leaves me cold, and the Zoolander-esque promotional films strike me as pretentious rather than aspirational. But perhaps I’m not the target audience. Not everything has to cater to my tastes, and that’s okay. In an era where brands increasingly conform to a sterile, homogenised aesthetic, I find comfort in Jaguar’s defiance. They’re not chasing trends; they’re carving their own path.


As Jaguar prepares to unveil its new model on December 2nd, I can’t help but feel a mix of hope and anticipation. Could this car be the bold innovation that changes everything? For the sake of Jaguar—and the embattled design team that endured this storm—I sincerely hope it was worth the sleepless nights they've had to endure.


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