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Jaguar faces internal backlash over rebranding exercise

At the end of last year, Jaguar shocked the world with its controversial rebranding campaign. The teaser, which was released as part of its Panthera project, received worldwide criticism for its Woke content.

It seems backlash wasn’t just limited to the general public. According to media reports, the rebranding exercise has caused deep scepticism within the company as well.

A leaked letter from Jaguar’s internal design team to Chief Creative Officer Gerry McGovern reveals the displeasure of some of the members of the design team over the decision to outsource the project.

Jaguar EV concept-3

“We felt that the logo disconnects from the narrative and the visual identity of the Panthera products. On product it feels too rounded and playful, which does not speak to us the feeling of ‘Exuberance’,” the team wrote.

Jaguar had also come under fire for its tagline, “Copy Nothing”. In the letter, the design team even noted that the logo shared close similarities with other brands.

The team also expressed its disappointment over the lack of consultation. “We truly believe in an open and collaborative approach between all creative parties. Influencing and being influenced by each other. An essential environment to create one unique identity, which transcends holistically.”

Rawdon Glover, MD of Jaguar, had described the brand campaign as “bold and disruptive”. He went on to dismiss the backlash, saying that the controversy was a hallmark of British creativity.

Source: Autocar

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