Jaguar has unveiled a new logo as part of their ongoing re-branding strategy to transform into a fully electric luxury brand.
“A new era begins today for Jaguar,” the brand announced. “A completely transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to the words of its founder, Sir William Lyons. Jaguar’s transformation is defined by Exuberant Modernism, a creative philosophy that underpins all aspects of the new Jaguar brand world. It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity.”
While the British luxury auto brand may have aimed to break away from their past and reshape consumer perception about their future, their announcement has had the opposite effect on social media, where it was subjected to viral backlash.
About the New Logo
Stylized as JaGUar, the bold new logo shows a combination of upper and lower class letters, an updated brass-embossed “leaper” cat design, and new marketing slogans such as “delete ordinary”, “live vivid”, and “copy nothing”.
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Jaguar’s announcement comes ahead of its plans to launch three new electric cars in 2026 and is aimed at being a “fire break” in its journey. A new concept car showcasing Jaguar’s new look will be launched at Miami Art Week on December 3rd.
Jaguar released a video to showcase the new branding with the caption, “Copy nothing.”
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
— Jaguar (@Jaguar) November 19, 2024
Netizens React:
The launch of Jaguar’s new logo went viral across social media and provoked an extreme flood of confusion and criticism from internet users. Many expressed bewilderment at the change, expressing their opinions with humor.
More like ‘nothing copy’ amiright https://t.co/EkLlgDLuxV pic.twitter.com/y3XuD6CCrw
— Very Serious Partners (@veryseriousltd) November 19, 2024
Jaguar’s stock price rn: https://t.co/ayRDfKd5JH pic.twitter.com/YZ94f5J7lv
— Chet (@ChetWbsApparel) November 19, 2024
thinking about this https://t.co/nDIX5BWxIP pic.twitter.com/z9qub47Akf
— Lucy (@x_ecutive) November 19, 2024
Car Twitter today. https://t.co/44wUIw73U1 pic.twitter.com/NypsUrhNZt
— Benjamin Hopton (@benjaminhopton) November 19, 2024
It would be very funny if Jaguar released a video of an actual Jaguar ripping through the new logo and chasing off all the characters in the strange ad and was like “we got you” …this is what I would do immediately to save face https://t.co/OcReSVQHML
— Adam Singer (@AdamSinger) November 20, 2024
new jaguar logo be like pic.twitter.com/g3clnM1yZp
— CARLA⚡️ (@carlabitcoin) November 20, 2024
Some users also took to X to share some valuable takeaways regarding Jaguar’s new logo, including some thoughtful observations about the company’s response to the crisis.
A few lessons from this:
1. This is clearly a piece of creative from a multi-year rebrand project that is only now reaching completion. Two years ago, this would have crushed. Now, it seems pandering and outdated.
2. The response from the public is overwhelmingly negative,… https://t.co/zcHXQgc6yM pic.twitter.com/eoOWAA2lsR
— Nick Trimmer (@thenicktrimmer) November 19, 2024
Competitor Reacts:
One of the first ones to roast Jaguar’s new logo was tech billionaire, X owner and auto competitor Tesla chief Elon Musk, who asked the company, “Do you sell cars?”
Taking it in stride, the official Jaguar account responded on X with an invite for Musk to attend their Miami showcase.
Yes.
We’d love to show you. Join us for a cuppa in Miami on 2nd December?
Warmest regards,
Jaguar— Jaguar (@Jaguar) November 19, 2024
Read more about Jaguar’s new logo and re-branding here.
