Jaguar’s bold rebrand
approx 3 minute read
Jaguar, a name synonymous with elegance and speed, unveiled a striking rebrand on Tuesday 19 November 2024, with a 30-second video on social media.
While it sets the stage for a bold new chapter, the redesign hasn’t been without controversy.
So, what happened, and what can businesses learn from Jaguar’s transformation?
A fresh focus on electric luxury
At the heart of the rebrand is Jaguar’s commitment to becoming an all-electric luxury carmaker by 2025.
The company is shedding its old image to embrace a future defined by sustainability and cutting-edge innovation.
This is more than just a facelift, it is a reinvention.
The new logo, simplified and modern, reflects this ethos.
Gone is the iconic leaping jaguar; in its place is a sleek, minimalist wordmark that speaks to the brand’s forward-thinking direction.
While the design aims to signal a cleaner, more refined aesthetic, it has received criticism for feeling uninspired and losing the character that defined the brand.
Backlash from the design community
The rebrand has sparked a wave of backlash, particularly from the design community.
Critics have called the new wordmark “lifeless” and “lacking the spirit” of Jaguar’s storied heritage.
Many stakeholders have also expressed disappointment, feeling that the iconic leaping jaguar represented the brand’s dynamism and individuality.
Even loyal customers have weighed in, with some suggesting that the rebrand feels like an unnecessary departure from what made Jaguar unique.
The monochromatic palette and stripped-down visuals have been labelled “too generic” for a brand steeped in such a rich legacy.
The advertising campaign: adding fuel to the fire
Jaguar’s new advertising campaign, launched alongside the rebrand in November 2024, has also drawn criticism.
The campaign was criticised for feeling cold and detached, with some arguing that it alienated Jaguar’s traditional customer base.
The high-tech visuals and abstract messaging left many feeling that the campaign lacked the warmth and emotional connection historically associated with the brand.
For some, it came across as trying too hard to be progressive, rather than staying authentic to Jaguar’s roots.
Lessons from Jaguar’s rebrand
Jaguar’s bold rebrand is a reminder that change is not always received as intended. Here are three takeaways for businesses considering their own refresh:
- Listen to your audience:
Stakeholder feedback can provide valuable insights. The mixed reaction to Jaguar’s rebrand highlights the importance of involving your audience in the process. - Balance innovation with heritage:
Reinventing your brand does not have to mean abandoning its history. Finding harmony between the old and the new can keep loyal customers on board. - Be ready for critique:
No rebrand will please everyone, but transparency and communication can help address concerns and build understanding.
What is next for Jaguar?
Jaguar’s rebrand is more than a new logo; it is a bold declaration of intent.
And despite the criticism, they actually achieved what they wanted: To completely break their ties with the traditional perception of the brand, announce seismic change, and cause a big stir in the process.
By embracing electric technology and redefining luxury, they aim to position themselves as leaders in a competitive and rapidly evolving market.
However, the backlash serves as a cautionary tale about the challenges of rebranding an iconic name. It’s a gamble.
But arguably what did they have to lose? Nostalgia alone cannot keep businesses afloat.
For businesses big or small, Jaguar’s journey highlights the importance of thoughtful execution and stakeholder engagement.
A rebrand can set the tone for an exciting new chapter, but it is worth asking – is your audience ready to turn the page with you?
If not, is your new audience ready to pick up that book?
Considering your own rebrand?
If you are about to embark upon a rebranding journey for your business, get in touch. We’ve worked through hundreds of branding projects and can help you navigate the road ahead.