Carmaker Jaguar looked at PayPal and said hold my beer because they’ve just dropped the strangest rebrand of the year by a mile (pun not intended). The new logo reads like JaGUar and removes what is known as the “Leaper” aka the Jaguar icon, relegating it to being on the cars themselves with a weird new design that looks like scan lines being placed on top. On top of all that, they released a new advert that contains no cars and rather models wearing brightly coloured clothes that you’d see at a pretentious fashion show. It is truly perplexing for a car brand that has been around for decades with such heritage to throw it all away. The chief creative officer of Jaguar Land Rover (parent company) said to reporters the team had “not been sniffing the white stuff — this is real”. This is a downgrade on every single level and I cannot fathom any logical reason for this kind of rebrand, its meant to be a transition to making only fully electric cars, but I’d argue it’d be more effective to build upon the existing well known brand than throw it all away to just come off as out of touch and generic. This looks like something I would’ve made back in SVE in like 2016 lmao.