Jaguar unveils its new logo... and people aren't happy

Jaguar - the esteemed British car manufacturer synonymous with luxury and the iconic leaping cat logo - has unveiled a radical new look, sparking mixed reactions across social media.

Founded in 1922, the company rolled out its fresh brand identity this Tuesday (19 November), accompanied by a flamboyant social media overhaul and a vibrant marketing campaign.

The old Jaguar logo will be missed by fans. Credit: NurPhoto / Getty

Gone is the familiar growler badge, replaced by a new monogram combining the letters 'J' and 'R,' while the brand name itself has undergone a typographic transformation to 'JaGUar,' featuring an unconventional mix of upper and lower case letters aimed at achieving "visual harmony."

Over on Instagram, the car manufacturer shared its new rebranding effort with through a video featuring models in brightly colored attire, under the bold tagline "Copy nothing."

Phrases like "create exuberant", "live vivid", "delete ordinary", and "break moulds" flashed across the screen, signaling Jaguar’s shift towards what they call "Exuberant Modernism."

However, it's the absence of the classic leaping jaguar that has left many long-time admirers scratching their heads. The brand assures that the jaguar motif isn't gone for good; it will now grace a new "strikethrough" lined background.

But the dramatic departure from its traditional imagery has not gone down well with everyone. Social media users expressed their dismay and confusion over the changes.

"Congratulations. You’ve killed a British icon," one comment reads.

The new logo comes with a bold new campaign. Credit: Jaguar

A second mused: "Is this account hacked or something? What happened to prestige? Pace? Luxury? What is all this?"

Another critic commented: "I’ve been a brand designer for 30 years and rarely have I seen such an ill-conceived new graphic identity. This will be taught in design classes for decades as a prime example of what not to do."

One Instagram user mocked: "An agency somewhere is laughing at how much they charged them for this."

The new Jaguar font. Credit: Jaguar.

"Please go back to the old days. This is awful," another expressed.

"Absolutely shocking that the Jaguar brand has fallen so far," wrote another.

Despite the backlash, Jaguar’s executives remain undeterred. There is "no Plan B" for the rebrand, which they describe as "fearless". They believe that the use of primary colors and bold artistic expressions will embed the carmaker’s values deeply into its identity, aligning closely with art and modernism.

Gerry McGovern, Chief Creative Officer, reinforced this direction by citing Jaguar’s founder, Sir William Lyons, who famously said that "a Jaguar should be a copy of nothing."

McGovern explained: "Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless."

As part of this sweeping transformation, Jaguar has also paused the sale of its current car models more than a year ago — an intentional move to create a clear distinction between the old and the new as the company transitions to a fully electric lineup.

Managing Director Rawdon Glover views this break as crucial for changing public perceptions and setting the stage for a reinvigorated Jaguar that stands out in the electric vehicle market.

While the rebrand has certainly turned heads, whether it will convert skeptics into believers remains to be seen as Jaguar drives boldly into its electric future.

Featured image credit: NurPhoto/Getty