If you didn't hear the news that Jaguar has rebranded when the new identity dropped at the start of this week, you probably have now. With not one, but three radical new logos, the new look is already proving one of the most divisive rebrands of recent years, with everyone from design experts to Elon Musk chiming in.
With a wordmark that combines upper and lowercase letters, colourful marketing imagery and not an actual car in sight, Jaguar's apparent 'lifestyle' rebrand has been variously compared to advertising for a vegan smoothie company or trendy underwear brand – and they're just the kind ones. And according to one branding expert, Jaguar probably didn't even need to rebrand in the first place.
