I had to ddg “jaguar rebrand”. I had no idea the brand had redesigned itself into a perfume brand. Crazy brand transformation. Good luck with that.
The letter was reportedly signed by 25-30 members of the team and given to McGovern in September 2022, almost two years before the Type 00’s debut.
“We truly believe in an open and collaborative approach between all creative parties. Influencing and being influenced by each other. An essential environment to create one unique identity, which transcends holistically,” the letter said, per Autocar India.
“We felt that the logo disconnects from the narrative and the visual identity of the Panthera products. On product, it feels too rounded and playful, which does not speak to us the feeling of ‘Exuberance,'” the letter said. The brand’s new visual identity was also called out for being generic and too similar to other automakers’, when Jag’s whole guiding motif for the future is supposed to be that its products are a “Copy of Nothing.”
That’s a lot of words to relay the sentiment “It’s a bag of shit”
My opinion of Jaguar (nice car, too bad they catch on fire) isn’t going to be altered by a logo change.
As to the new design, it’s hard to judge based solely on a render. I’d like to see a live presentation, although to be honest, I’m expecting:
Then again, often design ideas even made real are often abandoned before production. I don’t think we’ll ever see a street legal version of the flexible skin BMW for example:
