Jaguar revolutionizes its visual identity with a new logo and bold rebranding, but sparks controversy on social media (Unsplash)
Jaguar has unveiled its new visual identity, featuring a complete logo redesign and revamped social media presence, eliciting polarized reactions.
The update includes the removal of the iconic feline from the logo, replaced by a distinctive typography styled as “JaGUar” and the introduction of a monogram featuring the letters J and R. The jaguar emblem will remain but in a new form, set against a striped background, referred to as “strikethrough.”
Jaguar revolutionizes its visual identity with a new logo and bold rebranding, but sparks controversy on social media (Instagram @jaguar)
The new identity aims to convey an image of modernity and boldness, emphasizing vibrant use of colors and art. The brand embraces “Exuberant Modernism,” a philosophy inspired by founder Sir William Lyons, who believed Jaguar should be unique and not a copy.
The rebranding also seeks to reposition Jaguar as a forward-looking brand, particularly with its transition to fully electric vehicles.
However, the change has sparked some skepticism, with critiques targeting the design and the perceived loss of prestige and luxury. Some even speculated the company’s accounts might have been hacked, while others expressed dissatisfaction with the new graphic direction.
Despite this, Jaguar’s leaders assert that the change is intentional and necessary to reshape public perception of the brand, with no plans to revert the redesign.
Source: Unilad | Photos: Unsplash – Instagram @jaguar | This content was created with AI assistance and reviewed by the editorial team.
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