This week, luxury car manufacturer Jaguar announced its new brand identity, and I see this as an excellent opportunity to sharpen our critical eye. Beyond the usual “I don’t like it” reaction to drastic changes, this transformation invites us to reflect on why big brands make such decisions and how the fear of change can paralyze both individuals and collective thinking.

Why do logos matter so much?

As human beings, we are shaped by our surroundings, and logos are a fundamental part of the visual landscape that surrounds us. Particularly in the automotive industry, logos from brands like Honda, Kia, Nissan, or Peugeot share visual elements that immediately associate them with this sector: metallic finishes, modern fonts with wide spacing, or shapes that evoke movement and technology.

These patterns are not accidental. They’ve been established over decades of repetition, teaching our brains to recognize a logo and associate it with a specific product or service. When a brand breaks with these patterns, as Jaguar has, it provokes intense reactions because it challenges what we expect to see.

The challenge of creating something new

I often tell my students when they work on brand identity projects: you can either stick with what works and feels familiar or step out of your comfort zone to create something truly disruptive. With its new logo, Jaguar did the latter.

The brand broke with all the traditional codes we associate with the automotive industry. They abandoned the iconic jaguar (“growler”) and opted for a minimalist, typographic approach that signals their transformation into a new, fully electric era.

Such decisions are not arbitrary. For Jaguar, they respond to a specific context: after years of financial struggles, Jaguar Land Rover regained stability thanks to the success of Range Rover. However, Jaguar remained a financial burden, selling only 64,241 units in 2023. Faced with this scenario, the brand decided to reinvent itself entirely as an electric car manufacturer.

Why all the drama?

Jaguar’s rebranding has polarized opinions. On platforms like Twitter, the controversy is clear: some loyal customers feel the new approach is “too woke” or that it has lost the classic essence of the brand. Even Elon Musk joined the criticism, questioning whether the company still sells cars.

These reactions, as contradictory as they seem, reflect something deeper: the fear of change. It’s common for those outside a brand’s target audience to be the loudest critics. However, this doesn’t mean the decisions made are wrong—it’s all part of the process of adapting to a new context and often, of embracing discomfort to evolve.

Despite the criticism, controversy can also be a valuable asset. Jaguar has ensured that everyone is talking about its rebranding, positioning itself as a brand willing to take risks to stand out. Its initial campaign, which doesn’t even show a car but rather an aspirational lifestyle, makes it clear that the intent is to reinvent itself from the ground up.

As a designer, I understand that I’m not the target audience for this new Jaguar era, and I’m at peace with that. What’s important to remember is that design doesn’t aim to please everyone—it aims to connect with those who truly matter: its audience.

Jaguar’s rebranding is a powerful reminder that change can be uncomfortable, but it is also necessary to move forward. Just as logos educate us visually, our reactions to them can educate our ability to analyze and adapt.

Next time you see a brand change, instead of settling for a simple “I don’t like it,” ask yourself: what are they trying to communicate? How are they adapting to their context? Perhaps you’ll discover that the change that initially unsettled you is exactly what you needed to expand your perspective.

References:

Morris, J. (2024, November 23). Jaguar Rebrand is Absolute Genius—Here’s Why. Forbes. https://www.forbes.com/sites/jamesmorris/2024/11/23/jaguar-rebrand-is-absolute-geniusheres-the-reason-why/

MSN. (n.d.-a). https://www.msn.com/en-us/autos/other/lifelong-jaguar-customer-troubled-by-baffling-woke-rebrand-going-in-a-very-sad-direction/ar-AA1uspct