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The Jaguar Rebrand: A Bold Step or a Misstep?

2 min read

Jaguar, one of Britain’s most iconic automotive brands, recently unveiled a sweeping rebrand aimed at aligning with its electric vehicle (EV) future and capturing a dynamic, modern market. Led by Santino Pietrosanti, the head of brand, the rebrand includes a minimalist logo, streamlined branding, and a strong focus on inclusivity and sustainability. However, opinions are divided: is this rebrand a forward-thinking transformation, or does it strip Jaguar of its rich heritage?

Embracing a Dynamic Future

  1. Modernisation for a Changing Market: As the automotive industry shifts toward EVs, Jaguar’s new branding aligns with the sleek, minimalist aesthetics popular in the EV market. Competing with Tesla and Polestar requires a forward-facing identity, and this rebrand positions Jaguar as part of that new dynamic.
  2. Appealing to Younger, Global Audiences: By adopting modern values such as diversity, equity, and inclusion (DEI), Jaguar aims to resonate with younger consumers worldwide, who increasingly expect brands to champion social causes and environmental responsibility.
  3. Sustainability as a Core Message: The rebrand reflects Jaguar’s commitment to a sustainable future, aligning with global trends in luxury consumer markets where environmental impact is a key consideration.
  4. Simplified Identity for a Global Market: The minimalist logo and branding are designed for versatility across digital and physical platforms, allowing Jaguar to remain competitive in a tech-driven world.

Forgetting Heritage

  1. Loss of Legacy: Jaguar’s rich history and British heritage have been its cornerstone for decades. The rebrand risks alienating long-time loyalists who connect with the brand’s classic sophistication and prestige.
  2. Generic Aesthetics: Critics argue that the new branding feels corporate and sterile, losing the distinct character that once set Jaguar apart. The minimalist logo has been compared to countless tech brands, diluting its uniqueness.
  3. A Missed Opportunity to Evolve the Icon: Jaguar could have modernised without abandoning its roots. For instance, blending its heritage with contemporary design cues might have retained its storied identity while still appealing to younger audiences.
  4. Cultural Disconnect: As highlighted by Santino Pietrosanti’s comments on DEI initiatives, the rebrand feels overly driven by corporate trends, with less emphasis on Jaguar’s core identity as a British luxury icon.

Missing the Mark

The Jaguar rebrand feels like a missed opportunity. While adapting to new markets is essential, Jaguar’s identity lies in its ability to blend classic sophistication with innovation—a balance this rebrand doesn’t quite achieve. Santino Pietrosanti’s approach leans too heavily on aligning with external trends, resulting in a brand that feels generic rather than distinctly Jaguar. The minimalist logo, while sleek, fails to evoke the rich history and craftsmanship synonymous with the marque.

Instead of rethinking the rulebook entirely, Jaguar could have written a new chapter in its legacy. The best rebrands don’t erase history; they build on it, creating a bridge between past and future. This rebrand, though visually modern, doesn’t feel uniquely Jaguar—it feels like a brand searching for relevance, rather than one asserting its presence.