“The backlash stems from this disconnect. The rebrand’s experimental typography and overly modernized leaper lack the timeless sophistication needed for such a leap. I’m all for change, but it should be rooted in the truth and personality of the brand.“I would have leaned into Jaguar’s legacy, blending its classic design cues with understated touches to signify the future. Minimal yet meaningful updates could have highlighted Jaguar’s unique point of difference while maintaining its identity.“The accompanying brand film underscores these issues. Its view of the future is more ’70s Star Trek than Jaguar—high…
