{"id":2613,"date":"2025-02-26T11:13:25","date_gmt":"2025-02-26T11:13:25","guid":{"rendered":"https:\/\/kittlb-26937.roald-dfw.servebolt.cloud\/jaguar-rebranding-exuberant-modernism-adv\/"},"modified":"2026-02-08T15:28:38","modified_gmt":"2026-02-08T15:28:38","slug":"jaguar-rebranding-exuberant-modernism-adv","status":"publish","type":"post","link":"https:\/\/www.kittl.com\/blogs\/jaguar-rebranding-exuberant-modernism-adv\/","title":{"rendered":"Jaguar rebranding: \u201cExuberant Modernism\u201d and new logo strategy"},"content":{"rendered":"\n<p>In a scathing internal letter, Jaguar rebranding triggers 30 Jaguar designers to raise their concerns about the brand\u2019s new logo, claiming it \u201cdisconnects from the narrative\u201d and \u201cfeels too rounded and playful\u201d for a brand that sells luxury cars.<\/p>\n\n\n\n<p>They also pointed out that it looks <strong>too similar to other brands<\/strong>, contradicting Jaguar&#8217;s own <strong>Copy Nothing <\/strong>philosophy.<\/p>\n\n\n\n<p>Then came the public reaction. Among the loudest critics? Elon Musk. When Jaguar dropped a rebranding campaign without featuring a single car, Musk fired off a simple but effective tweet:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.prismic.io\/kittlblog\/Z770EZ7c43Q3gP9V_jaguar-rebranding_blog-02.jpg?auto=format,compress\" alt=\"Elon Musk's tweet on Jaguar rebranding - Kittl\"\/><\/figure>\n\n\n\n<p>So what&#8217;s really going on? Jaguar rebranding isn&#8217;t just about a new logo. It&#8217;s a bold shift<strong> toward luxury and<\/strong> <strong>modernism<\/strong>, aiming to redefine the brand for a new generation.<\/p>\n\n\n\n<p>But is this transformation a brilliant reinvention&#8230; or a design misstep?<\/p>\n\n\n\n<p>In this deep dive, we\u2019ll explore:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The vision behind Jaguar rebranding<\/li>\n\n\n\n<li>How Exuberant Modernism is shaping the brand\u2019s identity<\/li>\n\n\n\n<li>The backlash \u2014 from internal critiques to public skepticism<\/li>\n\n\n\n<li>What graphic designers can take away from this major brand shift<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s break it all down.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.kittl.com\/pricing\">Click here to start a rebranding of your own<\/a><\/div>\n<\/div>\n\n\n<style>.kb-table-of-content-nav.kb-table-of-content-id2613_f489f4-5e .kb-table-of-content-wrap{padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-right:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);padding-left:var(--global-kb-spacing-sm, 1.5rem);}.kb-table-of-content-nav.kb-table-of-content-id2613_f489f4-5e .kb-table-of-contents-title-wrap{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.kb-table-of-content-nav.kb-table-of-content-id2613_f489f4-5e .kb-table-of-contents-title{font-weight:regular;font-style:normal;}.kb-table-of-content-nav.kb-table-of-content-id2613_f489f4-5e .kb-table-of-content-wrap .kb-table-of-content-list{font-weight:regular;font-style:normal;margin-top:var(--global-kb-spacing-sm, 1.5rem);margin-right:0px;margin-bottom:0px;margin-left:0px;}<\/style>\n\n\n<h2 class=\"wp-block-heading\">Why is Jaguar rebranding?<\/h2>\n\n\n\n<p>To answer your question, Jaguar is in the middle of a huge transformation, and not just with a new logo. The brand is going <strong>all-electric<\/strong> and completely redefining itself as a high-end, modern luxury brand.<\/p>\n\n\n\n<p>But here&#8217;s the thing. <strong>Peo<em>ple liked <\/em>the old Jaguar<\/strong>. The sleek, powerful cars, the aggressive typography, and even the dark, neon-lit branding on their website screamed <em>luxury<\/em>. The old Jaguar made the users feel a premium, mysterious, and exclusive aura.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.prismic.io\/kittlblog\/Z7wTpp7c43Q3gHGA_oldjaguarneon.png?auto=format%2Ccompress&amp;w=1547&amp;h=623\" alt=\"Jaguar's marketing on its website where the branding are dominated with neon and monochromatic colors - Kittl\"\/><\/figure>\n\n\n\n<p>Now? It seems like Jaguar is actively leaving behind its original customer base. The new branding is brighter, softer, and, honestly, a little more generic.<\/p>\n\n\n<style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box2613_5d096f-a5 .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box2613_5d096f-a5 .kt-blocks-info-box-link-wrap{border-top:5px solid var(--global-palette7, #eeeeee);border-right:5px solid var(--global-palette7, #eeeeee);border-bottom:5px solid var(--global-palette7, #eeeeee);border-left:5px solid var(--global-palette7, #eeeeee);border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-right-radius:30px;border-bottom-left-radius:30px;background:#e0f2ff;padding-top:var(--global-kb-spacing-xs, 1rem);padding-right:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xs, 1rem);padding-left:var(--global-kb-spacing-xs, 1rem);}.kt-info-box2613_5d096f-a5 .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box2613_5d096f-a5 .kt-info-svg-icon-flip, .kt-info-box2613_5d096f-a5 .kt-blocks-info-box-number{font-size:20px;}.kt-info-box2613_5d096f-a5 .kt-blocks-info-box-media{border-radius:200px;overflow:hidden;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:20px;padding-right:20px;padding-bottom:20px;padding-left:20px;margin-top:0px;margin-right:20px;margin-bottom:0px;margin-left:0px;}.kt-info-box2613_5d096f-a5 .kt-blocks-info-box-media .kadence-info-box-image-intrisic img{border-radius:200px;}.kt-info-box2613_5d096f-a5 .kt-infobox-textcontent span.kt-blocks-info-box-title{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box2613_5d096f-a5 .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}@media all and (max-width: 1024px){.kt-info-box2613_5d096f-a5 .kt-blocks-info-box-link-wrap{border-top:5px solid var(--global-palette7, #eeeeee);border-right:5px solid var(--global-palette7, #eeeeee);border-bottom:5px solid var(--global-palette7, #eeeeee);border-left:5px solid var(--global-palette7, #eeeeee);}}@media all and (max-width: 767px){.kt-info-box2613_5d096f-a5 .kt-blocks-info-box-link-wrap{border-top:5px solid var(--global-palette7, #eeeeee);border-right:5px solid var(--global-palette7, #eeeeee);border-bottom:5px solid var(--global-palette7, #eeeeee);border-left:5px solid var(--global-palette7, #eeeeee);}}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box2613_5d096f-a5\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-left kt-info-halign-left\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-icon-container kt-info-icon-animate-none\"><div class=\"kadence-info-box-icon-inner-container\"><span class=\"kb-svg-icon-wrap kb-svg-icon-kb-custom-9633 kt-info-svg-icon\"><svg viewBox=\"0 0 20 21\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><g clip-path=\"url(#clip0_1680_2910)\"><path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.82963 2.61528C6.9361 1.50881 8.43679 0.887207 10.0016 0.887207C11.5663 0.887207 13.067 1.50881 14.1735 2.61528C15.28 3.72174 15.9016 5.22243 15.9016 6.78721C15.9016 8.08514 15.4056 9.4153 14.3725 10.3557C13.776 10.9548 13.5002 11.383 13.3841 11.9637C13.2866 12.4511 12.8125 12.7672 12.3251 12.6697C11.8377 12.5722 11.5216 12.0981 11.619 11.6107C11.8352 10.5297 12.389 9.79364 13.1152 9.06748C13.1263 9.05632 13.1378 9.04546 13.1495 9.03491C13.7702 8.47627 14.1016 7.64805 14.1016 6.78721C14.1016 5.69982 13.6696 4.65697 12.9007 3.88807C12.1318 3.11917 11.089 2.68721 10.0016 2.68721C8.91418 2.68721 7.87132 3.11917 7.10242 3.88807C6.33353 4.65697 5.90156 5.69982 5.90156 6.78721C5.90156 7.44437 6.013 8.19252 6.88796 9.06748C7.5219 9.70142 8.16637 10.5221 8.38409 11.6107C8.48157 12.0981 8.16547 12.5722 7.67807 12.6697C7.19066 12.7672 6.71652 12.4511 6.61904 11.9637C6.50342 11.3856 6.14789 10.873 5.61517 10.3403C4.32346 9.04856 4.10156 7.79671 4.10156 6.78721C4.10156 5.22243 4.72317 3.72174 5.82963 2.61528ZM6.60156 15.1205C6.60156 14.6235 7.00451 14.2205 7.50156 14.2205H12.5016C12.9986 14.2205 13.4016 14.6235 13.4016 15.1205C13.4016 15.6176 12.9986 16.0205 12.5016 16.0205H7.50156C7.00451 16.0205 6.60156 15.6176 6.60156 15.1205ZM7.4349 18.4539C7.4349 17.9568 7.83784 17.5539 8.3349 17.5539H11.6682C12.1653 17.5539 12.5682 17.9568 12.5682 18.4539C12.5682 18.9509 12.1653 19.3539 11.6682 19.3539H8.3349C7.83784 19.3539 7.4349 18.9509 7.4349 18.4539Z\"\/><\/g><defs ><clipPath id=\"clip0_1680_2910\"><rect width=\"20\" height=\"20\" transform=\"translate(0 0.120605)\"\/><\/clipPath><\/defs><\/svg><\/span><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><span class=\"kt-blocks-info-box-title\">Kittl tip<\/span><p class=\"kt-blocks-info-box-text\">Looking for the older Jaguar typeface feel? Try <strong>Optima (Sans-serif)<\/strong> instead.<\/p><\/div><\/span><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">So, what\u2019s the business strategy behind the Jaguar rebranding?<\/h2>\n\n\n\n<p>Jaguar isn&#8217;t just refreshing its logo. <strong>It&#8217;s starting over<\/strong>, shifting to an all-electric lineup and a bold new identity. In a market dominated by Tesla, Porsche, and Mercedes, it&#8217;s a risky move.<\/p>\n\n\n\n<p>As designers, we focus on visuals, but understanding the business strategy gives us insight into why the design choices were made in the first place.<\/p>\n\n\n\n<p>Jaguar rebranding is banking on three key strategies to justify this rebirth:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Appealing to a new demographic<\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.prismic.io\/kittlblog\/Z770D57c43Q3gP9S_jaguar-rebranding_blog-04.jpg?auto=format,compress\" alt=\"An opinion on Reddit that emphasizes the rebrand is not for appealing Jaguar's legacy buyers, but to attract new demographics - Kittl\"\/><\/figure>\n\n\n\n<p>Apparently, Jaguar wants a <strong>younger, more diverse<\/strong> audience. Which, honestly, raises the question: were sales that bad that they needed to find <em>new<\/em> customers instead of keeping the ones they had? A Reddit comment with an <strong>insider perspective<\/strong> seemed to think so, and the numbers back it up.<\/p>\n\n\n\n<p>Jaguar hit its peak U.S. sales in 2017 with nearly 40,000 vehicles sold, largely driven by the popularity of the E-Pace, F-Pace, and I-Pace SUVs. But since then? Sales have been in steady decline, dropping 15% in 2021 alone according to Good Car Bad Car. With luxury SUVs dominating the market and Jaguar\u2019s lineup falling behind competitors, it\u2019s not surprising they\u2019re going all-in on reinvention.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Sustainability commitment<\/h3>\n\n\n\n<p>According to an IEA report, by 2035, well-to-tank emissions from EVs will drop 55-75%. Not surprising to see that with the new rebranding, Jaguar&#8217;s entire lineup is <strong>going fully electric by 2025<\/strong>.<\/p>\n\n\n\n<p>The Jaguar rebranding move is an act to future-proof itself in a market where combustion engines are on their way out. This positions Jaguar alongside the luxury EV push happening across the industry, catering to buyers who value high-end, environmentally friendly cars.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Market differentiation \u2014 the real reason behind Jaguar\u2019s design overhaul<\/h3>\n\n\n\n<p>They&#8217;re pushing their <strong>&#8220;Copy Nothing<\/strong>&#8221; philosophy to break away from conventional automotive design. That&#8217;s why the new branding feels so different. It&#8217;s an intentional statement.<\/p>\n\n\n\n<p>But for a brand shifting into a luxury electric vehicle feel, the choice of typography is unusual. Luxury brands typically favor fonts like <strong>Serifs <\/strong>or <strong>Sans-Serifs<\/strong> (like the modified Optima in their old typeface), which exude prestige and craftsmanship.<\/p>\n\n\n\n<p>Meanwhile, the Jaguar rebranding new font feels more suited for a clothing boutique.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Exuberant Modernism: The design philosophy behind Jaguar rebranding logo<\/h2>\n\n\n\n<p>Behind the Jaguar rebranding isn\u2019t just a new logo \u2014 it\u2019s a complete shift in creative philosophy.<\/p>\n\n\n\n<p>At the heart of this transformation is <strong>Exuberant Modernism<\/strong>. But what does that actually mean for the brands typography, color choices, and visual identity?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is Exuberant Modernism?<\/h3>\n\n\n\n<p>Jaguar describes Exuberant Modernism as a <strong>fusion of modernist design principles with energy, expression, and boldness.<\/strong> Unlike classic modernism, which prioritizes simplicity and function, this version injects personality and vibrancy into minimalism.<\/p>\n\n\n\n<p>Think Bauhaus meets luxury fashion \u2014 where clean lines, geometric shapes, and stripped-down elements are balanced with confident, artistic details.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Typography: Breaking the rules of traditional luxury<\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.prismic.io\/kittlblog\/Z770DZ7c43Q3gP9Q_jaguar-rebranding_blog-05-2.jpg?auto=format,compress\" alt=\"Jaguar's new typeface. A mix of upper and lowercase letters, screenshot taken from Jaguar's &quot;Copy Nothing&quot; promotional video - Kittl\"\/><\/figure>\n\n\n\n<p>Another shock factor is the new wordmark. It\u2019s a mix of uppercase and lowercase letters (&#8220;JaGUar&#8221;) and is nothing like what we usually see in old-world luxury branding.<\/p>\n\n\n\n<p>Most high-end brands stick to classic, refined typefaces like <strong>Didot <\/strong>(Armani), <strong>Bodoni <\/strong>(Valentino), or <strong>Garamond <\/strong>(Rolex)all designed to exude heritage and exclusivity.<\/p>\n\n\n\n<p>Jaguar, on the other hand, picked something <strong>soft, geometric, and more fashion boutique<\/strong> than high-performance luxury.<\/p>\n\n\n\n<p>But this is what Exuberant Modernism is. By intentionally breaking conventions, Jaguar is making a clear statement: <em>&#8220;We&#8217;re not just another luxury car brand. We&#8217;re something differe<\/em>nt.&#8221;<\/p>\n\n\n\n<p>As for text effects: Luxury brands often use subtle text effects to add depth while maintaining a clean, refined look.<\/p>\n\n\n\n<p>Whether it&#8217;s engraved lettering, embossed details, or finely layered typography, these elements evoke a sense of heritage and craftsmanship that has stood the test of time. <\/p>\n\n\n\n<p>These text treatments are a hallmark of old-world luxury, reinforcing a brand&#8217;s legacy through subtle depth, refined ornamentation, and a quiet confidence that doesn&#8217;t need to shout to be noticed.<\/p>\n\n\n\n<p>However, we may feel about their typeface choice, we can agree that the text readability from the flatter and fashion-inspired text effect in their promotional materials is on point.<\/p>\n\n\n<style>.wp-block-kadence-column.kb-section-dir-horizontal > .kt-inside-inner-col > .kt-info-box2613_aebd5e-6d .kt-blocks-info-box-link-wrap{max-width:unset;}.kt-info-box2613_aebd5e-6d .kt-blocks-info-box-link-wrap{border-top:5px solid var(--global-palette7, #eeeeee);border-right:5px solid var(--global-palette7, #eeeeee);border-bottom:5px solid var(--global-palette7, #eeeeee);border-left:5px solid var(--global-palette7, #eeeeee);border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-right-radius:30px;border-bottom-left-radius:30px;background:#e0f2ff;padding-top:var(--global-kb-spacing-xs, 1rem);padding-right:var(--global-kb-spacing-xs, 1rem);padding-bottom:var(--global-kb-spacing-xs, 1rem);padding-left:var(--global-kb-spacing-xs, 1rem);}.kt-info-box2613_aebd5e-6d .kadence-info-box-icon-container .kt-info-svg-icon, .kt-info-box2613_aebd5e-6d .kt-info-svg-icon-flip, .kt-info-box2613_aebd5e-6d .kt-blocks-info-box-number{font-size:20px;}.kt-info-box2613_aebd5e-6d .kt-blocks-info-box-media{border-radius:200px;overflow:hidden;border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;padding-top:20px;padding-right:20px;padding-bottom:20px;padding-left:20px;margin-top:0px;margin-right:20px;margin-bottom:0px;margin-left:0px;}.kt-info-box2613_aebd5e-6d .kt-blocks-info-box-media .kadence-info-box-image-intrisic img{border-radius:200px;}.kt-info-box2613_aebd5e-6d .kt-infobox-textcontent span.kt-blocks-info-box-title{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;margin-top:5px;margin-right:0px;margin-bottom:10px;margin-left:0px;}.kt-info-box2613_aebd5e-6d .kt-blocks-info-box-learnmore{background:transparent;border-width:0px 0px 0px 0px;padding-top:4px;padding-right:8px;padding-bottom:4px;padding-left:8px;margin-top:10px;margin-right:0px;margin-bottom:10px;margin-left:0px;}@media all and (max-width: 1024px){.kt-info-box2613_aebd5e-6d .kt-blocks-info-box-link-wrap{border-top:5px solid var(--global-palette7, #eeeeee);border-right:5px solid var(--global-palette7, #eeeeee);border-bottom:5px solid var(--global-palette7, #eeeeee);border-left:5px solid var(--global-palette7, #eeeeee);}}@media all and (max-width: 767px){.kt-info-box2613_aebd5e-6d .kt-blocks-info-box-link-wrap{border-top:5px solid var(--global-palette7, #eeeeee);border-right:5px solid var(--global-palette7, #eeeeee);border-bottom:5px solid var(--global-palette7, #eeeeee);border-left:5px solid var(--global-palette7, #eeeeee);}}<\/style>\n<div class=\"wp-block-kadence-infobox kt-info-box2613_aebd5e-6d\"><span class=\"kt-blocks-info-box-link-wrap info-box-link kt-blocks-info-box-media-align-left kt-info-halign-left\"><div class=\"kt-blocks-info-box-media-container\"><div class=\"kt-blocks-info-box-media kt-info-media-animate-none\"><div class=\"kadence-info-box-icon-container kt-info-icon-animate-none\"><div class=\"kadence-info-box-icon-inner-container\"><span class=\"kb-svg-icon-wrap kb-svg-icon-kb-custom-9633 kt-info-svg-icon\"><svg viewBox=\"0 0 20 21\"  fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"  aria-hidden=\"true\"><g clip-path=\"url(#clip0_1680_2910)\"><path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M5.82963 2.61528C6.9361 1.50881 8.43679 0.887207 10.0016 0.887207C11.5663 0.887207 13.067 1.50881 14.1735 2.61528C15.28 3.72174 15.9016 5.22243 15.9016 6.78721C15.9016 8.08514 15.4056 9.4153 14.3725 10.3557C13.776 10.9548 13.5002 11.383 13.3841 11.9637C13.2866 12.4511 12.8125 12.7672 12.3251 12.6697C11.8377 12.5722 11.5216 12.0981 11.619 11.6107C11.8352 10.5297 12.389 9.79364 13.1152 9.06748C13.1263 9.05632 13.1378 9.04546 13.1495 9.03491C13.7702 8.47627 14.1016 7.64805 14.1016 6.78721C14.1016 5.69982 13.6696 4.65697 12.9007 3.88807C12.1318 3.11917 11.089 2.68721 10.0016 2.68721C8.91418 2.68721 7.87132 3.11917 7.10242 3.88807C6.33353 4.65697 5.90156 5.69982 5.90156 6.78721C5.90156 7.44437 6.013 8.19252 6.88796 9.06748C7.5219 9.70142 8.16637 10.5221 8.38409 11.6107C8.48157 12.0981 8.16547 12.5722 7.67807 12.6697C7.19066 12.7672 6.71652 12.4511 6.61904 11.9637C6.50342 11.3856 6.14789 10.873 5.61517 10.3403C4.32346 9.04856 4.10156 7.79671 4.10156 6.78721C4.10156 5.22243 4.72317 3.72174 5.82963 2.61528ZM6.60156 15.1205C6.60156 14.6235 7.00451 14.2205 7.50156 14.2205H12.5016C12.9986 14.2205 13.4016 14.6235 13.4016 15.1205C13.4016 15.6176 12.9986 16.0205 12.5016 16.0205H7.50156C7.00451 16.0205 6.60156 15.6176 6.60156 15.1205ZM7.4349 18.4539C7.4349 17.9568 7.83784 17.5539 8.3349 17.5539H11.6682C12.1653 17.5539 12.5682 17.9568 12.5682 18.4539C12.5682 18.9509 12.1653 19.3539 11.6682 19.3539H8.3349C7.83784 19.3539 7.4349 18.9509 7.4349 18.4539Z\"\/><\/g><defs ><clipPath id=\"clip0_1680_2910\"><rect width=\"20\" height=\"20\" transform=\"translate(0 0.120605)\"\/><\/clipPath><\/defs><\/svg><\/span><\/div><\/div><\/div><\/div><div class=\"kt-infobox-textcontent\"><span class=\"kt-blocks-info-box-title\"><strong>Kittl tip<\/strong><\/span><p class=\"kt-blocks-info-box-text\">Looking for a less modular font that combines uppercase and lowercase letters that maintains proportional balance? Try <strong>Charoe (Sans-serif) <\/strong>in the Kittl Editor.<\/p><\/div><\/span><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">The Jaguar rebranding strikethrough: A statement or a trend?<\/h3>\n\n\n\n<p>One of the most talked-about elements of this rebrand is the horizontal strikethrough that appears in the logo on the device marks of the new Jaguar Type 00 vehicle. <strong>Visually, it works.<\/strong><\/p>\n\n\n\n<p>In terms of Exuberant Modernism, the strikethrough makes sense. It&#8217;s a disruptive, energetic detail that adds a layer of visual intrigue. It&#8217;s supposed to symbolize striking through imitation, <strong>a<\/strong> <strong>direct<\/strong> <strong>nod to their Copy<\/strong> <strong>Nothing philosophy<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Color theory: From monochrome to primary colors<\/h3>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.prismic.io\/kittlblog\/Z770DJ7c43Q3gP9O_jaguar-rebranding_blog-06-.jpg?auto=format,compress\" alt=\"A screenshot from Jaguar's &quot;Copy Nothing&quot; video - showing a colorful campaign, leaving behind its' monochrome-dominated color scheme of its past branding - Kittl\"\/><\/figure>\n\n\n\n<p>Another major shift observed in the Jaguar rebranding? <strong>Color.<\/strong> Jaguar&#8217;s previous branding was all about <strong>sophisticated monochromes<\/strong>. Deep blacks, rich silvers, and metallic tones reinforced its image of understated luxury.<\/p>\n\n\n\n<p>Now, they&#8217;ve introduced a vibrant palette of primary colors in their marketing promotions: red, blue, and yellow. While their cars now come in striking shades like &#8220;Miami Pink&#8221; and &#8220;London Blue.&#8221; This shift isn&#8217;t just about aesthetics; color psychology plays a huge role in how brands communicate identity and <a href=\"https:\/\/www.kittl.com\/article\/color-theory-guide\" target=\"_blank\" rel=\"noreferrer noopener\">e<\/a>motion.<\/p>\n\n\n\n<p><strong>Understanding color theory<\/strong> is key to creating a brand presence that resonates with the right audience. By embracing a brighter, more playful palette, Jaguar is welcoming something more contemporary and expressive.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The backlash: Why some critics aren\u2019t sold on Jaguar rebranding logo and how it is promoted<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.prismic.io\/kittlblog\/Z770C57c43Q3gP9N_jaguar-rebranding_blog-07.jpg?auto=format,compress\" alt=\"A Redditor's comment about the Jaguar rebranding. They think that the new advert, logo, and brand typeface feels &quot;tacky, generic, and uninspired&quot; - Kittl\"\/><\/figure>\n\n\n\n<p>The whole Jaguar rebranding promotional has set the internet on fire, and <strong>not in the way they probably hoped<\/strong>. Reddit and Twitter are filled with critiques from long-time fans who feel like the brand <strong>has lost touch with what made it special<\/strong>.<\/p>\n\n\n\n<p>The biggest issue? <strong>Prestige.<\/strong><\/p>\n\n\n\n<p>One Redditor summed it up perfectly:<\/p>\n\n\n<style>.kb-row-layout-id2613_173345-9e > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id2613_173345-9e > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id2613_173345-9e > .kt-row-column-wrap{column-gap:var(--global-kb-gap-sm, 1rem);row-gap:var(--global-kb-gap-md, 2rem);grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id2613_173345-9e > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id2613_173345-9e > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id2613_173345-9e > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id2613_173345-9e alignnone kittl-quote-block wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column2613_20e5aa-5b > .kt-inside-inner-col{padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.kadence-column2613_20e5aa-5b > .kt-inside-inner-col,.kadence-column2613_20e5aa-5b > .kt-inside-inner-col:before{border-top-left-radius:16px;border-top-right-radius:16px;border-bottom-right-radius:16px;border-bottom-left-radius:16px;}.kadence-column2613_20e5aa-5b > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column2613_20e5aa-5b > .kt-inside-inner-col{flex-direction:column;}.kadence-column2613_20e5aa-5b > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column2613_20e5aa-5b > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column2613_20e5aa-5b{position:relative;}@media all and (max-width: 1024px){.kadence-column2613_20e5aa-5b > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column2613_20e5aa-5b > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column2613_20e5aa-5b\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading kittl-quote-content\">Jaguar used to carry a certain status. It wasn\u2019t just about the car \u2014 it was about the brand\u2019s exclusivity and legacy. But the new rebrand? It doesn\u2019t hit the spot.<\/h2>\n\n\n\n<p class=\"kittl-quote-author\">Reddit Commenter<\/p>\n<\/div><\/div>\n\n<\/div><\/div>\n\n\n<p>From a marketing and design perspective, the old Jaguar\u2019s old branding had a clear identity \u2014 timeless and sophisticated, with a presence that stood apart.<\/p>\n\n\n\n<p>The new branding, on the other hand, blends in more than it stands out. It leans into a modernist, fashion-forward aesthetic, and feeling of \u201cforced inclusion\u201d but at the cost of losing the character that made Jaguar feel distinct.<\/p>\n\n\n\n<p>Then there&#8217;s the execution of the campaign. One of the biggest complaints online?<strong> Jaguar didn&#8217;t actually show the car in their rebrand announcement<\/strong>. For a car company, that&#8217;s a big deal.<\/p>\n\n\n\n<p>If Apple announces a new iPhone, they show the iPhone. If McDonald\u2019s does a rebrand, they still show the food.<\/p>\n\n\n\n<p>But the Jaguar rebranding marketing concept? They gave us a high-fashion concept film that made the brand look more like a lifestyle label than an automaker.<\/p>\n\n\n\n<p>On the other side of the coin, <strong>this was never meant to be about the cars.<\/strong><\/p>\n\n\n\n<p>Some defenders of the Jaguar rebranding point out that this was a brand identity refresh, not a product launch. Jaguar isn&#8217;t selling a single car with this campaign. They&#8217;re selling the <strong>idea of what Jaguar is becoming<\/strong>.<\/p>\n\n\n\n<p>They\u2019re trying to reposition themselves for a younger, wealthier audience, moving away from the \u201cold man\u2019s luxury car\u201d stereotype\u2013all to get into a new market.<\/p>\n\n\n\n<p>We have to agree that even their cars come in brighter, more modern color palettes. These cars would not fit the \u201cserious typeface with monochrome color\u201d marketing.<\/p>\n\n\n\n<p>And to be fair, this kind of approach isn\u2019t uncommon in high-end branding. Plenty of luxury brands use abstract, high-fashion storytelling to sell an idea rather than a product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What designers can learn from the Jaguar rebranding phenomena<\/h2>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/images.prismic.io\/kittlblog\/Z770EJ7c43Q3gP9T_jaguar-rebranding_blog-03.png?auto=format,compress\" alt=\"The new Jaguar concept car that is targetted to attract younger demographics that's dominated by London Blue color and Miami Pink - Kittl\"\/><\/figure>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Luxury is evolving.<\/strong> The Jaguar rebranding goal is betting that modern luxury doesn&#8217;t have to look like old luxury. But the challenge is ensuring that the new look still carries the weight of exclusivity.<\/li>\n\n\n\n<li><strong>Typography and composition matter.<\/strong> The wrong font choice can make or break how a brand is perceived. Would this logo feel more premium with a typeface closer to an Old Benchville Americana-<a href=\"https:\/\/www.kittl.com\/article\/retro-fonts\" target=\"_blank\" rel=\"noreferrer noopener\">Retro font<\/a> or Louis Vuitton&#8217;s Futura? Maybe. But the real magic happens in the balance. Pairing a heritage-inspired typeface with modern colors, or a minimalist can work. A well-executed combination can bridge the gap between tradition and modernity, making a brand feel established yet relevant.<\/li>\n\n\n\n<li><strong>Bold branding is risky but memorable<\/strong>. The strikethrough, the typography, <a href=\"https:\/\/www.kittl.com\/article\/best-color-combinations\">and the color palette<\/a> make this rebrand instantly recognizable. Whether it&#8217;s for the right reasons? That&#8217;s still up for debate.<\/li>\n\n\n\n<li><strong>Know your audience (both old and new).<\/strong> If you&#8217;re going to shake things up, at least make sure it&#8217;s for the right people. Drastic changes can alienate loyal customers, and if the new audience doesn&#8217;t care enough to replace them, you&#8217;ve got a problem.<\/li>\n\n\n\n<li><strong>Respect the past while pushing forward.<\/strong> If you are looking to do a rebrand that modernizes, it&#8217;s important to keep the history. Change is necessary, but when you throw out too much of what made you iconic (like how the Jaguar rebranding is done), you risk losing the emotional connection that made people care in the first place.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">A bold Jaguar rebranding or a design disaster?<\/h2>\n\n\n\n<p>Jaguar\u2019s Exuberant Modernism approach is nothing if not ambitious. They\u2019ve thrown out their classic, refined aesthetic in favor of a modern, geometric, fashion-inspired identity, aiming to separate themselves from traditional luxury automakers.<\/p>\n\n\n\n<p>And in a way, the Jaguar rebranding worked \u2014 it has everyone talking.<\/p>\n\n\n\n<p>Whether that\u2019s good PR or just noise depends on who you ask. Jaguar\u2019s Managing Director, Rawdon Glover, seems to think controversy is part of the plan, openly admitting that Jaguar needs to act differently to avoid getting &#8220;drowned out&#8221; in the luxury car space.<\/p>\n\n\n\n<p>Rebrands are risky, and Jaguar has made a massive bet on this one. Now, it\u2019s a waiting game to see if their new identity will truly resonate \u2014 or if this will be just another polarizing refresh that fades into the noise.<\/p>\n\n\n\n<p>Like Jaguar, if you&#8217;re looking to rebrand and want some typeface that balances modernity with timeless appeal, <a href=\"https:\/\/www.kittl.com\/features\/fonts\">check out Kittl&#8217;s typeface library<\/a>, including <a href=\"https:\/\/www.kittl.com\/features\/fonts\/monotype\">its collaboration with Monotype<\/a>. A collection designed to blend innovation with a strong brand identity.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"http:\/\/kittl.com\/pricing\" target=\"_blank\" rel=\"noopener\">Design your brand<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In a scathing internal letter, Jaguar rebranding triggers 30 Jaguar designers to raise their concerns about the brand\u2019s new logo, claiming it \u201cdisconnects from the narrative\u201d and \u201cfeels too rounded and playful\u201d for a brand that sells luxury cars. They also pointed out that it looks too similar to other brands, contradicting Jaguar&#8217;s own Copy&#8230;<\/p>\n","protected":false},"author":8,"featured_media":4851,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[1],"tags":[621,463,470,620],"class_list":["post-2613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks","tag-editors-picks","tag-fonts-typography","tag-news","tag-recommended"],"taxonomy_info":{"category":[{"value":1,"label":"Tips &amp; Tricks"}],"post_tag":[{"value":621,"label":"Editor's Picks"},{"value":463,"label":"Fonts &amp; Typography"},{"value":470,"label":"News"},{"value":620,"label":"Recommended"}]},"featured_image_src_large":["https:\/\/www.kittl.com\/blogs\/wp-content\/uploads\/2025\/02\/jaguarrebranding-1024x583.jpg",1024,583,true],"author_info":{"display_name":"Dev Anglingdarma","author_link":"https:\/\/www.kittl.com\/blogs\/author\/dev-anglingdarma\/"},"comment_info":0,"category_info":[{"term_id":1,"name":"Tips &amp; Tricks","slug":"tips-tricks","term_group":0,"term_taxonomy_id":1,"taxonomy":"category","description":"Unlock quick wins and clever design solutions with Kittl, packed with bite-sized tips, practical shortcuts, and creative hacks to level up your design workflow. You'll find smart ways to get more from Kittl's features, tools, and templates.","parent":0,"count":128,"filter":"raw","cat_ID":1,"category_count":128,"category_description":"Unlock quick wins and clever design solutions with Kittl, packed with bite-sized tips, practical shortcuts, and creative hacks to level up your design workflow. You'll find smart ways to get more from Kittl's features, tools, and templates.","cat_name":"Tips &amp; Tricks","category_nicename":"tips-tricks","category_parent":0}],"tag_info":[{"term_id":621,"name":"Editor's Picks","slug":"editors-picks","term_group":0,"term_taxonomy_id":621,"taxonomy":"post_tag","description":"The best place to start. Our curated lists.","parent":0,"count":181,"filter":"raw"},{"term_id":463,"name":"Fonts &amp; Typography","slug":"fonts-typography","term_group":0,"term_taxonomy_id":463,"taxonomy":"post_tag","description":"Discover Kittl's font-focused content including type recommendations, usage tips, content focused on type design, font pairing, layout principles, and how to elevate your designs with powerful typography choices.","parent":0,"count":29,"filter":"raw"},{"term_id":470,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":470,"taxonomy":"post_tag","description":"Stay up to date with the latest company announcements and upcoming design challenges. This also section brings you community highlights to celebrating standout achievements in our design community. ","parent":0,"count":18,"filter":"raw"},{"term_id":620,"name":"Recommended","slug":"recommended","term_group":0,"term_taxonomy_id":620,"taxonomy":"post_tag","description":"","parent":0,"count":182,"filter":"raw"}],"_links":{"self":[{"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/posts\/2613","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/comments?post=2613"}],"version-history":[{"count":23,"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/posts\/2613\/revisions"}],"predecessor-version":[{"id":14809,"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/posts\/2613\/revisions\/14809"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/media\/4851"}],"wp:attachment":[{"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/media?parent=2613"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/categories?post=2613"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kittl.com\/blogs\/wp-json\/wp\/v2\/tags?post=2613"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}