Jaguar unveiled a rebranding that has sparked mockery online
Jaguar has kicked off a new era with a rebranding to mark its shift to electric production, but the changes have sparked a mixed reaction online.
The British premium car manufacturer Jaguar has announced a "new era" for the brand with its shift to electric production, unveiling a new font, logo, and monogram.
The wordmark "Jaguar" now uses gold-colored letters, while the famous "Jaguar" logo, featuring the cat against a backdrop of 16 stripes, has been made more two-dimensional and now faces to the right, instead of the left as it did previously.
The monogram featuring the image of a jaguar, which appeared on the radiator grilles of Jaguar cars over the past two decades, has been replaced with a new round emblem combining the letters "j" and "r" arranged in a circle.
At the same time, the video showcasing the rebranding attracted the most attention, as it featured no cars and instead resembled a fashion advertisement with somber models dressed in vibrant, colorful outfits.
Video: Jaguar
Jaguar draws on a quote from the company’s founder, Sir William Lyons, to define its brand: "Jaguar must be a copy of nothing." Now, the company embodies this spirit with the new slogan: "Copy nothing," along with other marketing lines like "Erase the ordinary" and "Live bright."
Meanwhile, many online users have expressed dissatisfaction with the rebranding. For example, Elon Musk cleverly pointed out that no cars were actually shown in the promo:
The London-based IT company Nothing played off the new slogan of the Jaguar group ("Copy nothing") with its own version – "Copy Jaguar." They even stitched this phrase into the bio of their page:
Another clever comment:
The company Razer also joined in the trolling and unveiled a "new" logo:
There’s also the phrase “create exuberant,” which could suggest that upcoming cars, such as the 2026 Jaguar super-GT, may feature completely new design elements.
