Car rebrands are always big news in design circles, particularly when they involve brand new logos. So when Jaguar yesterday debuted not one, but three new designs, comprising a wordmark, monogram and tweaked version of its famous leaping animal, it certainly made a splash. And, as you might expect, the reactions have been strong with this one.
With a minimal wordmark featuring a mixture of upper and lowercase letters, and cyperpunk-esque marketing imagery, this isn't what people expected from the luxury sports car brand. While others are opting for a heritage look, Jaguar is leaning into 'modern'. And it's proving too much for many, with commentators across the whole of social media sharing their thoughts – including Elon Musk.
