Jaguar rebrand: what do *you* think?

24 hours on, the dust still hasn’t settled. Maybe it never will again. The impact of Jaguar’s rebrand has been that seismic. And possibly not in a good way.

The arrival of a new brand identity – a week after its upcoming (and very slabby) electric four-door GT was teased – has made headlines around the world. Headlines like ‘What on earth is Jaguar doing?’ and ‘What was wrong with the old logo?’ and ‘Why does the advert have no cars in it?’ We’re paraphrasing.

First, let’s recap the facts. Jaguar’s new mantra is ‘Copy Nothing’, a philosophy it claims can be traced back to that of founding father Sir William Lyons.

The transformation is driven by ‘Exuberant Modernism’: translated from gobbledigook, that means bold designs, original thinking and fearless creativity, says Jaguar.

Or should that be jaGuar? A quirk of the new badge is a capped-up ‘G’ to make the typeface all neat and tidy. Plus a fresh logo sees the iconic roaring cat of yore sent to the Retirement Home for Old Jaguars, and replaced with a symmetrical, right-way-up-wrong-way-up J… thing.

Oh, and there’s a Makers Mark; a more recognisable piece of Jag identity in monogram form, which will be used as ‘a signifier of completed work’. Gone are the days of coachbuilders scribbling their initials under the boot floor carpet, eh?

Jag also says exuberant colours will be a ‘cornerstone’ of its new identity, with yellow, red and blue providing the ‘tonal building blocks’. Like the flag of Ecuador, then.

“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy,” says CEO Gerry McGovern. “New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.

“This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community.”

Comment sections and social media the world over don’t seem to agree. Surprise, surprise. But here’s the thing: the last time the masses lost it over a logo was almost 20 years ago when the London 2012 emblem was unveiled to universal ridicule. And what’s the lasting memory now? The Opening Ceremony, plus Sir Mo Farah and countless other gold medalists being roared home to victory.

Which is to say… maybe it’ll be better to judge Jaguar’s plans when it’s put some flesh on the bones. Which it’s planning to do on 2 December, when its Design Vision Concept – a ‘dramatic, unmistakable and unexpected expression of what it means to Copy Nothing’ – will be unveiled at Miami Art Week.

“To bring back such a globally renowned brand we had to be fearless,” adds MD Rawdon Glover. “Jaguar was always at its best when challenging convention.

“That ethos is seen in our new brand identity today and will be further revealed over the coming months. This is a complete reset. Jaguar is transformed to reclaim its originality and inspire a new generation. I am excited for the world to finally see Jaguar.”

Thoughts? Let’s hear ‘em below.