What was wrong with the Jaguar rebrand?

Image: Jaguar

Why Jaguar’s rebrand failed – and what it tells us about identity, emotion and evolution

Where’s the car? Where’s the Jaguar?

That was the reaction from many – including those who usually don’t care about branding, when Jaguar revealed its new identity in 2024. Gone was the growler. Gone were the cars. Gone was the emotion. Instead, the world got abstract visuals, a standalone 'J' logo, and the phrase Live Vivid.

The new Jaguar logo

Jaguar wanted to reposition itself as a bold, all-electric luxury brand. But what they got instead was a backlash, and now, just months later, they’ve parted ways with their creative agency, Accenture Song.

As a designer, I think that’s missing the bigger picture.

Creative agencies don’t just throw a logo at a company and say, “This is what you’re having.” There are months, sometimes years of collaborative development. Visuals. Mock-ups. Strategy decks. Feedback loops. The Jaguar board would’ve signed off every step of the way. So to scapegoat the agency when things go sideways? That feels unfair.

The problem wasn’t the agency. It was the strategy.

They tried to be too brave, too disruptive. They ignored decades of heritage, sleek design, racing pedigree, a brand with a soul. Instead, Jaguar created something that felt cold, aloof, and worst of all, forgettable.

I understand the desire to modernise. And yes, many car brands are evolving, look at BMW, Honda, Maserati and Lamborghini. But those were evolutions, not revolutions. The changes were considered and respectful of their roots. Jaguar, by contrast, hit delete.

And when that happens, you leave your audience behind.

There’s a reason we love cars.

It’s not just about horsepower or range or touchscreens. It’s the emotion, the noise, the smell, the connection. It’s the Sunday morning drive with the windows down. It’s feeling something. Some of Jaguar’s past models did a great job of delivering that. And yet, in an age where EVs are increasingly samey and soulless, Jaguar had an opportunity to own that emotion – and they let it go.

The saddest part? They were one of the few brands that still had a strong identity. That meant something. That stood for something. And in trying to be “different,” they became indistinguishable.

This rebrand could have been a brilliant design story. Instead, it’s become a cautionary tale.

Design is the new sound of the engine. In an era of indistinguishable EV silhouettes, character is everything.

Five lessons all brands can learn from this:

1. Evolve, don’t erase. Radical change might sound exciting in the boardroom, but if you abandon everything your audience loves, you're not building a future – you're starting from zero.

2. Protect your assets. The growler wasn’t just a logo. It was a shortcut to recognition and pride. Once lost, trust and familiarity are hard to rebuild.

3. Don’t forget emotion. The EV market is already saturated with minimalism. What’s missing is heart. Identity. Character. That’s what turns a car, or a brand into something people love.

4. Test with real people. It's fine to aim for a new audience, but you can’t ignore the one you already have. Jaguar misjudged what their loyal fans wanted – or needed to see.

5. Clarity matters. No cars in a car advert? That’s not being clever. That’s just confusing. If people don’t know what you stand for, they won’t stand with you.

   
   

Jaguar may still find a way forward. Perhaps the unveiling of the Type 00 concept at Art Basel will inspire a fresh path that blends innovation with heritage. But whether they double down or backtrack, one thing’s clear: people want to feel something again.

Because branding isn’t just about looking modern.It’s about making people care.