On Nov. 19, 2024 British luxury automaker Jaguar sparked a social media firestorm so intense that it even attracted attention from people who had virtually no interest in cars.
The brand, famous for its E-Type sports car and its XJ sedan, did not announce a groundbreaking new car; rather, it unveiled a refreshed branding identity, complete with a new set of logos and marks to differentiate itself from its past.
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For many, this rebrand was unveiled through a video that was akin to an avant-garde fashion advertisement featuring a diverse cast of models — and was absent of a single car.
Many online have derided Jaguar for its rebranding strategy, and a new report reveals that certain decisions behind the campaign's key tenets did not go well internally with Jaguar's own designers.
Jaguar's creative staff were ignored, letter alleges
According to a report by Autocar India, many Jaguar employees were not very pleased about the rebranding strategy.
In a letter signed by about 25 to 30 staff members and addressed to Jag's Chief Creative Officer, Professor Gerry McGovern OBE, the team tasked with creating Jaguar's new creative identity expressed their disappointment over the decision to outsource the project to a team of external consultants at Accenture Interactive.
They felt this move — which they allege was made without consultation — undermined their creative integrity and sense of collaboration.
“We truly believe in an open and collaborative approach between all creative parties," the letter stated. "Influencing and being influenced by each other. An essential environment to create one unique identity, which transcends holistically.”
Online, many critics derided Jaguar's revamped logo and badging, which abandoned the growling cat and leaping cat for a "J" badge that looked more like a handbag monogram than the logo of an automaker.
"We felt that the logo disconnects from the narrative and the visual identity of the Panthera products," the letter said. "On product, it feels too rounded and playful, which does not speak to us the feeling of 'Exuberance'. It was also noted that the logo shared close similarities with other brands when we should be a 'Copy of Nothing.'"
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Accenture Interactive acquired Jaguar Land Rover’s in-house creative agency Spark44 in 2021. The acquisition, which essentially sidelined the Jaguar staff who penned the letter, appears to be a major source of friction.
"As a team, we worked collaboratively across our design disciplines for the holistic purpose and modern luxury narrative needed for the project. Everything was designed authentically with meaning and soul with a distinct purpose for which to develop," they wrote in the letter.
At a press event attended by CarDealer Magazine's James Baggott, Jaguar's Chief Creative Officer, McGovern, called the end product of the rebrand "a complete reset," adding that his creatives have "not been sniffing the white stuff – this is real."
Related: Jaguar’s controversial rebrand may have a silver lining after all
In a statement to Autocar India, Jaguar did not address the letter directly, vaguely suggesting that what came out was something that rose out of a sort of 'natural process' of conflict, resolution, heartbreak and satisfaction.
"The creative process encompasses various stages of developing new ideas and tackling challenges. Given that creativity naturally involves a level of subjectivity, our priority is to foster an environment that nurtures the growth of these creative ideas," Jaguar said.
"As we navigate this significant transformation, we naturally engage in numerous discussions and debates to refine and evolve our thinking. Together, we embrace these opportunities for growth and innovation, ensuring that our collective efforts lead to meaningful and impactful outcomes."
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