Jaguar’s Rebrand: Bold Move or Feline Faux Pas?

Hello Hello!
This is Nikita Raikwar from CopyStream, and today, I just want to tell you I am furious at how lenient we are or how we are undermining the power of branding gone wrong. Yes, you’re right. We all know what I am talking about—the roaring controversy around Jaguar’s rebrand. Spoiler alert: it’s left the internet in a meme-fuelled frenzy. Let’s break it down!

First, What Happened?

Jaguar unveiled its “new look,” trading its iconic leaping jaguar logo for a minimalist font and geometric ‘J.’ But that’s not all. They dropped a campaign titled “Copy Nothing”—and true to the name, it featured… nothing resembling a Jaguar car. Instead, the ad showcased models in bright, futuristic outfits walking through abstract settings.

The reaction? Everything from “Do you sell cars?” (thanks, Elon Musk) to “Why fix what isn’t broken?”

Is This The Death of Detail?

Let’s dissect this rebrand:

1. The Logo

   • Once a symbol of grace and power, the leaping jaguar is now a stark, simplistic emblem. This aligns with the growing “anti-detail” trend, where brands strip away heritage for minimalism. But minimalism without context? That feels like luxury without a soul.

2. The Campaign

   • With slogans like “Create Exuberant” and “Live Vivid,” Jaguar attempted to capture a bold, modern ethos. Yet the absence of cars left audiences scratching their heads. If even Jaguar’s target audience can’t figure out what’s being sold, is it good branding?

3. The Big Shift

   • Jaguar’s electric pivot is commendable—it plans to launch three new EVs by 2026. But by cutting ties with its petrol-powered legacy, has Jaguar alienated its core audience? The brand says it’s creating a “barrier” between its past and future. The question is: will fans follow them across that barrier?

However, my real question is: why is the rebranding so Gen Z-coded when Gen Z aren’t even the ones buying a Jaguar? We can’t pay our rent on time, let alone buy a freaking luxury car! What was the agency even thinking when proposing this rebrand as an idea, and who even APPROVED it on Jaguar’s front?

Are we seeing the death of detail in design here? Or are brands simply pivoting to minimalism just because it’s in TREND?!

A Case Study in Rebrands Gone Awry

This isn’t the first time a rebrand has sparked backlash. Remember Gap’s infamous logo change in 2010? Public outcry forced them to revert within a week. Jaguar’s case is different—there’s a strategic move toward sustainability and modernity here. But does innovation have to come at the cost of tradition?

And in all of this, I fell in LOVE with ‘nothing’. Here’s why!

The internet may be roasting Jaguar, but is this rebrand a bold leap into the future or a misstep that risks losing its roar? Hit reply and let me know what you think!

Catch you next Friday,
Nikita R.