A letter written by Jaguar’s internal design team has apparently been leaked, which expresses concerns over the brand’s decision to ditch its iconic logo during its oh-so-controversial rebrand at the end of last year.
Jaguar’s Design Team Speaks Out
Jaguar’s new visual identity is worlds away from its traditional roots, something that designers and car enthusiasts have been despairing over since the event (the project was the biggest car logo story of 2024). This letter, as seen by Autocar India, includes complaints about the final design decision – as well as the fact the rebranding project was outsourced to an external team (Accenture Interactive).
Disconnection from Panthera Products
“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 letter says.
Designers’ Concerns
The internal design team also felt that the design could have been handled better in house. “As a team, we worked collaboratively across our design disciplines for the holistic purpose and modern luxury narrative needed for the project. Everything was designed authentically with meaning and soul with a distinct purpose for which to develop,” the letter allegedly says.
Jaguar’s Response
Autocar provided a statement from Jaguar in response to its story on the subject, though it doesn’t directly mention the letter or criticism of the design. It reads as follows:
“The creative process encompasses various stages of developing new ideas and tackling challenges. Given that creativity naturally involves a level of subjectivity, our priority is to foster an environment that nurtures the growth of these creative ideas. As we navigate this significant transformation, we naturally engage in numerous discussions and debates to refine and evolve our thinking. Together, we embrace these opportunities for growth and innovation, ensuring that our collective efforts lead to meaningful and impactful outcomes.”
Conclusion
Jaguar’s decision to rebrand and replace its iconic logo has been met with mixed reactions. While some have praised the bold move, others have criticized the design as disconnected from the brand’s traditional roots. Even Jaguar’s own design team expressed concerns over the creative decisions made during the project. It’s clear that this rebrand will be a divisive topic for the foreseeable future.
FAQs
Q: What does the letter claim about the Jaguar logo?
A: The letter claims that the new logo disconnects from the narrative and visual identity of Jaguar’s Panthera products, feeling too rounded and playful.
Q: Who wrote the letter?
A: The letter was reportedly written by 25-30 members of Jaguar’s internal design team.
Q: Why did Jaguar outsource the rebranding project?
A: It is unclear why Jaguar chose to outsource the rebranding project to an external team, but it’s possible that they were looking to bring in new perspectives and expertise.
Q: Has Jaguar commented on the criticism of the new logo?
A: Jaguar provided a statement on the subject, but it didn’t directly address the criticism of the design or the leaked letter.
