Jaguar’s late-2024 rebranding initiative drew widespread attention, much of it overwhelmingly negative. However, a new report suggests that the controversy extended beyond the public, sparking discontent within Jaguar’s own team.
According to Autocar India, which claims to have seen a leaked letter from Jaguar’s internal design team addressed to the company’s chief creative officer, the letter highlights significant dissatisfaction with the project. The designers reportedly criticized the decision to outsource the rebranding to an external agency and expressed displeasure with the agency’s final designs for the new logos and badges.
In a letter signed by up to 30 members of the team and handed to McGovern more than two years before the new logos were publicly unveiled, Jaguar designers wrote:
“We felt that the logo disconnects from the narrative and the visual identity of the Panthera products. On product, it feels too rounded and playful, which does not speak to us the feeling of ‘Exuberance’.
It was also noted that the logo shared close similarities with other brands when we should be a ‘Copy of Nothing’.” Apparently, the branding work was handled by Accenture Interactive, which acquired JLR’s creative agency, Spark44, in 2021. This transition seems to have frustrated the designers just as much as the outcome itself.
Jaguar- Copy Nothing!
“As a team, we worked collaboratively across our design disciplines for the holistic purpose and modern luxury narrative needed for the project,” the design time said, according to Autocar India. “Everything was designed authentically with meaning and soul with a distinct purpose for which to develop.” Interestingly, in response to the Autocar report, Jaguar issued a statement that made no mention of the letter or any internal disagreements.
“The creative process encompasses various stages of developing new ideas and tackling challenges. Given that creativity naturally involves a level of subjectivity, our priority is to foster an environment that nurtures the growth of these creative ideas. As we navigate this significant transformation, we naturally engage in numerous discussions and debates to refine and evolve our thinking. Together, we embrace these opportunities for growth and innovation, ensuring that our collective efforts lead to meaningful and impactful outcomes.”
How do you feel about Jaguar’s rebranding now that a few months have passed? Has the initial shock worn off, or do you still dislike it? And what about the equally contentious EV concept revealed in Miami? Share your thoughts in the comments below!
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