So, this week, Jaguar announced a rebranding, and it looks like they started a fashion lifestyle company or something like that. They erased all their Instagram posts, their website is gone, they basically deleted their history, everything. But what if this is a marketing strategy?
Imagine this: It’s the opening ceremony, and they’re presenting the brand with a dance featuring this Teletubbies-like identity they created, keeping everyone confused and thinking, “What is Jaguar doing???” Then, all of a sudden, the music changes to a cinematic one, the lights go off, and an incredible, stunning luxury sports car-looking EV comes out with James Bond waving hello and a V12 engine screaming. He then walks to the bonnet, rips off this new lowercase logo they’re showing, and slaps on a new, modern Jaguar face badge that looks incredible and embraces their heritage.
This is Jaguar new logo and branding
This is how we’re moving forward.
That would be genius, wouldn’t it?
It would be the greatest marketing move in the history of marketing.
But this is the real world, and things like that don’t happen anymore, they don’t get done.
The new jaguar logo, a mix of bauhaus - like font choice, with a capital G and U, excentric spacing between the letters and overall fashionista style.
THE TRUTH ABOUT JAGUAR NEW LOGO AND BRANDING
I’d be happy if it turned out they’re playing 4D chess and this was just a way to get people talking. But the way they’ve been deleting comments on their Instagram posts makes it obvious they’re serious about this rebrand. They really thought it was good.
They didn’t rebrand, they used an existing brand to create another one on top and set aside everything that had been built over the years. It’s like taking Adobe’s Instagram page, deleting everything, and launching an all-in AI-based solution with no user input at all. “It’s like Photoshop and Illustrator, but now you just write something, and it creates it for you!”
This isn’t rebranding. It’s stealing an old brand to create a new one that has absolutely nothing to do with the original.
Jaguar gives up its originality by moving toward an idea that feels almost ironic: the term "copy nothing" alongside an outdated and generic aesthetic, reminiscent of a 2000s perfume ad. The attempt at modernization seems to have been conceived behind closed doors, disconnected from consumer reality and lacking sensitivity to the brand's cultural heritage.
"Copy nothing", the new slogan for jaguar's future
What they were doing before wasn’t working: multiple changes of leadership, no clear path ahead, no clear strategy, no going back to the basics to revisit what they had before trying something radical… So trying something radical couldn’t be worse, right? Well…
It is essential to understand the community the brand engages with, the role the brand plays for that community, and to evolve according to the vision of the people involved with it. There is no point in forcing entry into cultural spaces where a business does not belong.
Evolving is essential, but innovation must be an extension of what the brand already represents.
WANT TO AVOID A REBRAND DISASTER?
If the rebranding journey feels overwhelming or if you’re looking to create a brand that truly stands out, reach out to us. Let’s work together to develop a brand that reflects your essence and avoids the missteps of others.
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