Jaguar’s Bold Rebrand: Innovation or Identity Crisis?

Jaguar has just dropped a rebrand that’s causing quite a stir online — but there’s one thing people are all asking: Where are the cars?

In the brand’s latest campaign, we see a group of people in eye-catching outfits standing in a surreal, moon-like landscape. The catch? There are no cars in sight. It’s an unusual move for a car brand, and the internet hasn’t been shy about sharing their confusion. The video, which Jaguar posted on social media, has been met with questions like: “Are you guys the car company or something else?” and “Edgy, but will it sell cars?”

Some viewers even compared the video to a high-fashion or makeup ad, completely overlooking the brand’s automotive roots. Jaguar’s social media team has been quick to respond, teasing followers with comments like “The story is unfolding” and “Soon you’ll see things our way.”

Along with the video, Jaguar revealed a new logo that’s got people scratching their heads. The logo, which spells out “JaGUar,” features an odd mix of uppercase and lowercase letters. It’s meant to look modern and edgy, but many viewers have questioned why Jaguar chose to break the tradition of its iconic look. The online reactions have been mostly negative, with some users even wondering if the brand had gone too far.

Jaguar’s chief creative officer, Gerry McGovern, explained that the new logo and rebrand are all about originality. In fact, he referenced the company’s founder, Sir William Lyons, who once said, “A Jaguar should be a copy of nothing.” Jaguar is aiming to push boundaries with a fearless, bold identity that stands out from the pack. But is it too much change for a brand with such a well-established identity?

The rebrand isn’t just about a fresh logo and a flashy video. It’s part of a bigger move toward electric vehicles. Jaguar has announced that it will stop producing petrol and diesel cars, focusing entirely on luxury electric vehicles set to launch in 2026. This marks a huge shift for a company traditionally known for its powerful gas-guzzling sports cars.

Managing director Rawdon Glover said the decision to stop car production for a year was intentional, allowing Jaguar to take a step back and reinvent itself. By creating a break between old and new, the company hopes to change how people perceive the brand. It’s a bold move, and while it’s risky, it’s also necessary to stay relevant in an increasingly eco-conscious world.

Jaguar’s new branding goes beyond just a logo; the company is introducing the “Strikethrough” — a bold visual motif of 16 lines that will appear in its marketing and products. Along with this, there’s a new monogram, “JR,” and a vibrant color palette that includes rich reds, blues, and yellows, designed to give the brand a dynamic, modern feel.

This isn’t just about updating the look — it’s about reclaiming the company’s artistic roots. Jaguar wants to embody “Exuberant Modernism” and stand out as a unique, imaginative, and fearless brand. It’s about creating a bold new identity that reflects the future of luxury automobiles.

At Rueko Studio, we appreciate bold rebrands that challenge the status quo. But, like Jaguar, it’s essential to strike a balance between creativity and the core identity of a brand. Jaguar’s rebrand is undeniably daring, and while not everyone is on board yet, it will be fascinating to see how this new direction unfolds. For Jaguar, the question remains: Will this fresh look attract the next generation of luxury car buyers, or will it alienate loyalists who are more attached to the past?

As design professionals, we believe in the power of reinventing a brand while preserving its soul. Jaguar’s bold steps may be part of a larger plan to shift perceptions and align with the future of luxury vehicles. Only time will tell if they’ve succeeded in their mission to “copy nothing” and truly lead the way into a new automotive era.

Images: eurekar.co.uk