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loading="lazy"></span><span>By </span><a class="highlight jxPHOH" href="/Profile/KaraboLedwaba_1">Karabo Ledwaba</a></div><span class="d-ib mr-05">21 Nov 2024</span></div><div class=""><span></span><div class="float-sm-right d-flex d-no-flex-none items-center justify-end mb-20px mb-md-0 " style="width:100%" data-x="stkyBx:{'topTriggerOffset':0,'topOffset':58,'stickEndElem':'.kInstance-article','forceSticky':true,'width_target':'.kInstance-article','realign_target_to_left':'.kInstance-article','customClass':'kInstance-article-fixed-icons','contentWrapClass':'KAFC-content'}" ><span class="d-ib mr-05 d-none">21 Nov 2024</span><a class="share-icon-link share-icon-link--sm-large jxTip jCheckSave" data-x="axH" data-ci="253629" data-target="jInstance-Bookmark" target="_blank" rel="noindex,nofollow" href="/AddToMyArchive.aspx?l=196&c=82&ct=1&ci=253629&fa=21&fc=1" target="_blank" rel="noindex,nofollow"> <span class="sb-bookmark-testsite jCheckSave SS_save"></span> </a> <a class="share-icon-link 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blunder?&img=https%3a%2f%2fbiz-file.com%2fc%2f2411%2f758528-1200x624.jpg%3f4&summary=Jaguar%26%23x2019%3bs+sleek+new+rebrand+has+sparked+a+wave+of+online+chatter%26%23x2014%3bbut+not+all+of+it+is+purring+with+approval..." target="_blank" rel="noindex,nofollow"><span class="sb-share-testsite "></span><span class="mui-icon-caption">More sharing options</span></a><a class="d-tc jxTipN d-desktop-only" data-x="popupFancybox" href="/ContentSharePopUp.aspx?cnu=https%3a%2f%2fwww.bizcommunity.com%2farticle%2fjaguars-rebrand-creative-vision-or-branding-blunder-811293a&cnt=Jaguar%26%23x2019%3bs+rebrand%3a+creative+vision+or+branding+blunder%3f" data-href="/Request/ContentSharePopUp.aspx?cnu=https%3a%2f%2fwww.bizcommunity.com%2farticle%2fjaguars-rebrand-creative-vision-or-branding-blunder-811293a&cnt=Jaguar%26amp%3b%23x2019%3bs+rebrand%3a+creative+vision+or+branding+blunder%3f" target="_blank" rel="noindex,nofollow" original-title="Share Content"> <span class="sb-share-testsite "></span><span class="mui-icon-caption">More sharing options</span> </a> </li> </ul> </div> </div> </div> <script> function copyLinkToClipboard(e) { e.preventDefault(); navigator.clipboard.writeText(window.location.href); showSnackbar("Link copied to clipboard", 3000) } </script> </div></div><div class="kInstance-Summary">Jaguar’s sleek new rebrand has sparked a wave of online chatter—but not all of it is purring with approval. The iconic carmaker recently unveiled its updated logo and visual identity as part of its push towards a modern, electric-first future.</div><div class="kInstance-Body instance-box-mb"><div class="kContentImage kContentImage--no-alignment"><img src="https://biz-file.com/c/2411/758528-700x364.jpg?4" width="700" height="364" alt="Jaguar has revealed its new rebrand. Source: Supplied."><div class="flip-cap" style="max-width:700px">Jaguar has revealed its new rebrand. Source: Supplied.</div></div><p>However, while some applauded the minimalist design for its contemporary edge, critics on social media weren’t as kind, with many expressing disappointment over what they say looks like a new fashion brand.</p><p>One user on X said the only way the brand can 'save face' is by claiming the rebrand is a hoax. While Tesla founder mocked them by asking if they actually sell cars.</p><blockquote class="twitter-tweet"><p lang="en" dir="ltr">Do you sell cars?<p>— Elon Musk (@elonmusk) <a href="https://twitter.com/elonmusk/status/1858914024013910020?ref_src=twsrc%5Etfw">November 19, 2024</a></p></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script><p>Professor Gerry McGovern who is the chief creative officer responsible for the rebrand said: "Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing’. Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.</p><p><div style="max-width:700px"><div class="responsive-container-16-9"><iframe width="560" height="315" src="https://www.youtube.com/embed/rLtFIrqhfng?si=hvMk4lyj-EEJeAm0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen class="responsive-iframe"></iframe></div></div></p><p>"This is a reimagining that recaptures the essence of Jaguar, returning it to the values that once made it so loved, but making it relevant for a contemporary audience. We are creating Jaguar for the future, restoring its status as a brand that enriches the lives of our clients and the Jaguar community." According to the brand the transformation is inspired by exuberant modernism, which is a creative philosophy that underpins all aspects of the new Jaguar brand world."</p><p>It embraces bold designs, unexpected and original thinking, creating a brand character that will command attention through fearless creativity," it said in a statement.</p></div><a name="contact"></a></div><div class="instance-footer instance-box-mt"><div class="kInstance-Navigation"><div id="jNavigationBlock" class="instance-nav-buttons"></div></div><div class="instance-tag instance-box-mt">Read more: <a href="/Tag/Jaguar" >Jaguar</a>, <a href="/Tag/Karabo+Ledwaba" >Karabo Ledwaba</a></div><h5 class="instance-box-mt mb-025">Share this article</h5><div class="IF-action-strip"><a id="jxNextNavigationBtn" class="d-flex biz-btn biz-btn--filled jx-next nb-next-more jx d-desktop-only jxTipN " href="/article/call-for-entries-the-earthshot-prize-2025-seeking-groundbreaking-solutions-to-restore-our-planet-144526a" 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class="instance-bb-summary-h2">About Karabo Ledwaba</h2>Karabo Ledwaba is a Marketing and Media Editor at Bizcommunity and award-winning journalist. Before joining the publication she worked at Sowetan as a content producer and reporter. She was also responsible for the leadership page at SMag, Sowetan's lifestyle magazine. 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