As luxury car brand Jaguar rolled out its controversial rebrand effort, a recent TikTok video has gone viral after a designer uploaded their take on ‘fixing’ Jaguar’s latest rebrand. The brand’s recent rebrand, often called ‘woke’ by many in the online community, was released following Jaguar’s interest in moving into the electric vehicle space, a move considered ‘risky’ given the brand’s heritage value.
“A Modern Rebrand With Heritage Value”
Allan Peters, a partner at US-based creative branding and design agency Peters Design Company, shared his own take on the Jaguar rebrand, commenting that the new rebrand lacked any heritage semblance to Jaguar’s old brand identity.
“There are all sorts of issues–the current spacing, the capital ‘G’ among the lowercase, the letters, the models. The only thing historical that has any brand equity is this Jaguar hidden in these lines,” he explained.
Following this, he then designed a new logo, taking inspiration from the geometric-shaped Jaguar in its new brand assets and the colour from its old green branding. As a result of his TikTok post, the video garnered 2.2 million posts, more than Jaguar’s other videos on its TikTok page.
For context, its “Copy Nothing” ad garnered around 900,000 views, while the full unveiling of the Jaguar Type 00 EV car only garnered 13.5 thousand views as of this writing.
Many of the comments on Allan’s TikTok showed interest in his take, with one user saying it is “1000 times better” while another commented how they appreciated that the fan design included the “British Motor Racing Green” tint.
Jaguar’s Delighted to See The Controversy
As the luxury car brand rolled out its Jaguar Type 00 car at the Miami Art Week yesterday, Gerry McGovern, JLR’s chief creative officer, introduced the new rebrand to the public even though images of the anticipated EV car were leaked online hours before the Jaguar event.
“I assume all of you and those following from around the world may have read a thing or two about the new Jaguar brand, and we’re delighted to have your attention. Controversy has always surrounded British creativity when it’s been at its best,” he stated.
He also quipped that the rebrand was ‘years in the making’, a testament to redefining Jaguar as a luxury car brand.
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless,” he said.
McGrover added, “This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience.”
The brand introduced in two vibrant hues—Miami Pink and London Blue—touts the new electric vehicle as a “concept featuring striking designs and dynamic proportions to spark the imagination for future Jaguars.”
The car showcases the Jaguar emblem meticulously laser-etched into brass blocks on each side. These blocks can be opened to expose rear-facing cameras, which deliver a mirror-like view to the driver through screens situated within the interior, replacing traditional wing mirrors.
Despite The Rebrand, Jaguar’s EV Jump Should be Noted
The unveiling of the Type 00 concept showcases the company’s vision for sleek and dynamic electric vehicles and its commitment to redefining luxury in an era where environmental consciousness is paramount.
As the automotive landscape evolves, Jaguar’s leap into electrification signals a broader shift within the industry toward embracing sustainability without compromising performance or design. By leveraging its rich heritage while focusing on a forward-thinking strategy, Jaguar aims to capture the imagination of modern drivers seeking innovation and elegance.
This rebrand is more than a transformation; it’s a bold statement of intent to lead in the race toward a cleaner, electrified future.
