Jaguar’s Lost Roar

The crocodile killer went vegan

Jaguar’s new look, according to them big news. I bet someone managing the website still disagreed (see top logo)

Remember when the Jaguar name evoked visions of speed, elegance, and British automotive excellence?

Those sleek silhouettes that cut through time with the roar of a big cat are now a distant memory. The recent Jaguar rebranding announcement has left many stunned, as the brand seems to have severed its ties with its storied past.

Legacy Going Under the Paintbrush

Jaguar’s latest rebranding effort is sparking quite some controversy, and not in the thrilling Jaguar killing a crocodile kind of way. The automaker has embarked on what they call a brand transformation, but this change has altered a logo that fans argue dumps the iconic visual identity that defined Jaguar for decades. The new wordmark is sleek and modern,…. and just like any other wordmark out there: Flat & Boring.

It fails to resonate with those who remember the XJ-220, a car etched in supercar folklore, despite how crappy it actually delivered on prototype promises. Or those who remember the wolf in sheep’s…