Even Jaguar’s designers weren’t convinced by the controversy

Jaguar’s late-2024 rebranding project has generated a lot of publicity for the automaker, much of it negative. But a new report claims that the new logo and badge are also causing a lot of controversy among Jaguar’s internal staff.

Autocar India claims to have seen a leaked letter from Jaguar’s in-house design team complaining to the company’s chief creative officer about the rebranding project. It showed that the designers were not happy with Jag’s decision to outsource the branding work to an outside agency or the agency’s proposal.

RELATED: Jaguars boss says they have to change things after controversial campaign

“We believe this logo is disconnected from the narrative and visual identity of the Panthera product,” Jaguar designers wrote in a letter signed by as many as 30 team members and given to McLaren more than two years before the new logo was revealed. Govan unveiled.

window._taboola = window._taboola || (); _taboola.push({ mode: ‘thumbnails-a-mid’, container: ‘taboola-mid-article’, location: ‘Mid Article’, target_type: ‘mix’ } );

window._taboola = window._taboola || (); _taboola.push({ mode: ‘thumbnails-oc-2×1’, container: ‘taboola-mid-article-thumbnails-organic’, position: ‘middle article thumbnail organic’ , target_type: ‘mix’ });

“On the product, it felt too rounded and playful, which didn’t give us a ‘vibrant’ feel. People also pointed out that the logo was very similar to other brands when we were supposed to be ‘no copy,'” the letter continued.

new team on crayon

The branding effort is being handled by Accenture Interactive, which acquired Jaguar Land Rover’s creative agency Spark44 in 2021, a shift that appears to have angered designers as much as the end result.

“As a team, we collaborated across design disciplines to achieve the overall purpose and modern luxury narrative required for the project,” Design Time said, according to Autocar India. “Everything is authentically designed, with meaning and soul, and has Clear development purpose.”

In response to the Autocar report, Jag issued a statement, but made no mention of the letter or internal discord:

“The creative process encompasses all stages of developing new ideas and addressing challenges. Given that creativity naturally involves a degree of subjectivity, our first priority is to create an environment conducive to the growth of these creative ideas. As we navigate this major shift , we naturally engage in considerable discussion and debate to refine and develop our thinking, and together we embrace these opportunities for growth and innovation, ensuring that our collective efforts deliver meaningful and impactful results.”

More: Everything we know about Jaguar’s new $130,000 electric sedan

What do you think of the outcome of Jaguar’s rebranding efforts? Now you’ve had a few weeks to get over the shock? Do you love it more, hate it, or have you always thought Accenture Interactive was doing a great job? And what about the equally controversial electric car concept unveiled in Miami? Are you passionate about this? Leave a comment and let us know.