In the dense jungle of rebranding, where competition for attention is as fierce as ever, Jaguar’s attempt to reposition itself feels less like a calculated leap forward and more like the erratic flail of someone trying to delete their past mistakes.
This rebrand—complete with a generic logo, a cryptic campaign, and an electrified future—raises an important question: has Jaguar lost its roar?
“COPY NOTHING” BY COPYING EVERYTHING
Jaguar’s slogan, “Copy Nothing,” aspires to convey bold originality. Yet ironically, the new wordmark design looks like it was plucked straight from the minimalist branding playbook—a trend already well-trodden by brands like Google, Airbnb, and Volkswagen. Gone is the iconic leaper, which once exuded a sense of speed and performance that defined Jaguar’s heritage. In its place stands a wordmark so sterile it could double as a placeholder for a design consultancy’s website.
Compare this to Porsche, a brand that modernized its logo in 2008 while retaining its core identity. Porsche’s update kept the iconic crest but sharpened its details, ensuring the brand’s legacy remained unmistakable. Jaguar, on the other hand, discarded its history for something that could be mistaken for a typo on a luxury skincare label.

The lesson? Minimalism isn’t inherently bad—it’s just lazy when it sacrifices distinctiveness. Jaguar’s minimalist approach stripped away the essence that once set it apart, leaving a design that whispers when it should roar.
A COMMERCIAL WITHOUT CARS: THE ART OF MISPLACED PRIORITIES
Jaguar’s recent ad campaign is a feast for the senses—but not in the way a car enthusiast might hope. The video features models parading in kaleidoscopic costumes against vibrant, surreal backdrops. It’s more reminiscent of a conceptual fashion film than an automotive commercial. Remove the Jaguar logo, and it could be mistaken for a collaboration between Gucci and Tilda Swinton.
Now compare this to Volvo. When Volvo introduced its electric lineup, it ran campaigns featuring stunning visuals of its vehicles in action, emphasizing safety and sustainability—core values tied to its identity. Volvo didn’t shy away from showcasing its products; it used them to anchor its narrative.
Jaguar, by contrast, seems to have forgotten it makes cars. The choice to exclude the product entirely might have worked if they had leaned into the seen-and-unseen concept—teasing their new models while building anticipation. Instead, they left viewers scratching their heads, wondering if Jaguar was launching a fashion line instead of vehicles.
THE ELECTRIC FUTURE: A LEAP TOO FAR WITHOUT A BRIDGE
Pivoting to all-electric vehicles is an audacious move, and one that aligns with broader industry trends. But where Tesla, Polestar, and even legacy brands like Ford have connected their futures to their storied pasts, Jaguar has severed the cord entirely.
Consider Ford’s approach with the Mustang Mach-E. Despite being an electric SUV, it retains the Mustang name and design cues—bridging the gap between Ford’s muscle car legacy and its electric ambitions. Similarly, Volvo created Polestar as a separate electric sub-brand, allowing the parent company to retain its identity while experimenting with a new direction.
Jaguar, however, opted for a full reset. The roar of its V8 engines, the legacy of its E-Type, and the elegance of its leaper—all erased in favor of a clean slate. The result is a brand that feels unfamiliar, even to its most loyal fans. Without a clear thread connecting its history to its future, Jaguar risks becoming just another electric car company in a crowded market.
ADVICE FOR JAGUAR: EVOLUTION, NOT ERASURE
Rebranding isn’t inherently a bad idea. But the most successful rebrands find a way to evolve while maintaining a connection to the past. Look at Burberry’s 2018 rebrand: they modernized their logo while keeping the iconic plaid in their designs. The result was a brand that felt contemporary but unmistakably Burberry.
Jaguar could have taken a similar path. Imagine a campaign that embraces both its legacy and its future—a leaper redesigned to reflect electric innovation, a slogan that ties heritage to ambition, and an ad that teases its new vehicles while celebrating its past.
So here’s the advice: don’t abandon your identity. Instead of deleting your past, integrate it into your vision for the future. Modernize the leaper, infuse your campaigns with the roar of your engines, and remind the world why Jaguar was once synonymous with elegance and power. In a market full of echoes, Jaguar has the chance to roar again—if only it remembers where it came from.
And there you have it, Jaguar: the art of “Copy Nothing” done right. Take notes; the leaper deserves it.
Some say there’s no such thing as bad publicity, but Jaguar might just be the exception that proves the rule. Yes, this campaign has garnered massive visibility—organic and economic—but at what cost? In a world where brands are more than logos—aspirational symbols, lifestyle companions, and trusted allies—trust is everything.
We’ll see if this wave of attention, albeit negative, leads to the brand’s rebirth or the erosion of customer loyalty.