Has Jaguar’s Logo Re-design Hit the Mark?
As a creative design agency, we know how tricky it is to balance a brand’s history with the need to stay modern. Jaguar’s new EV rebrand, led by design chief Gerry McGovern, boldly takes on this challenge. But is the controversy part of a smart strategy, or does it risk pushing people away?
McGovern’s goal is clear: to shock, surprise, and divide opinions. He believes making people uncomfortable is part of moving forward, saying, “The world is not standing still.” For us, this highlights a key idea about rebranding: it’s not about making everyone happy but about creating strong reactions and connections. Choosing “Exuberant Modernism” as Jaguar’s new look is bold and daring, especially given the brand’s rich history.
However, they have used a similar approach in the past and was a success, compare this rebrand to the launch of the 1960s E-Type—a car that stunned the world and became iconic. We respect the ambition to create that kind of impact again. Rebranding isn’t just about changing how something looks; it’s about rethinking the entire brand experience. McGovern’s aim to make Jaguar fearless, artistic, and imaginative matches what we tell our clients: a good rebrand keeps a brand’s core identity while updating it for today.
This approach is exciting but also risky. Restoring Jaguar’s status as a leading brand while pushing it into the future is a tough challenge. If Jaguar pulls it off, it could become a model for how classic brands can reinvent themselves.
The fact that the rebrand divides opinions might actually be its biggest strength—or its biggest problem. Only time will tell if people are ready for Jaguar’s new direction. From a design perspective, though, we admire the boldness and creativity behind it and whatever you think created a PR impact that otherwise would be generated.
We believe having a visual identity isn’t just about having a nice shiny new logo, it’s the unique story you want to tell through your brand.
Take a look through some of our branding projects https://www.redchillidesign.co.uk/branding/
