Jaguar didn’t just throw the baby out with the bath water; they threw out the whole bath and seemed to have forgotten they’re a car company. This rebrand looks like an ad for the new Google Pixel or any number of 5G phone brands. The irony that Jaguar founder Sir William Lyons said, “A Jaguar should be a copy of nothing,” is not lost on me. 

Many marketers fear that leaning too far into their heritage will leave them stuck in the past and hold them back from being seen as the innovators they hope to be. In response to this fear, many brands overcorrect by discarding any sense of heritage in favor of a bold, new, futuristic look.

“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.” Although the marketing team is saying all the right things, they need to bring that sentiment to life. 

What they’ve done is ditch over 100 years of equity when they should really be embracing it, redefining it, and redesigning it, NOT creating something new from scratch.

You can read what other design industry folk said on The Dieline - https://bit.ly/DielineJaguar