Jaguar’s recent rebranding effort, unveiled as part of its Panthera project, has not only faced widespread public criticism but also stirred significant discontent within the company itself. The campaign, described as “bold and disruptive” by Jaguar’s MD Rawdon Glover, has drawn skepticism from the automaker’s internal design team, as revealed in a leaked letter addressed to Chief Creative Officer Gerry McGovern.
One of the primary issues highlighted by the design team was the decision to outsource the creation of the new logo, which they felt lacked alignment with Jaguar’s identity. The team criticized the logo’s “rounded and playful” design, which they argued clashed with the intended themes of the Panthera project. “The logo disconnects from the narrative and the visual identity of the Panthera products,” the letter stated, emphasizing that it failed to evoke the intended feeling of “exuberance.”
Jaguar’s new tagline, “Copy Nothing,” also came under scrutiny for its perceived lack of originality. The internal letter pointed out similarities between Jaguar’s new logo and those of other brands, undermining the very principle the tagline aimed to convey. This contradiction added to the frustration within the design team, who felt excluded from key creative decisions.
The letter further criticized the lack of consultation with the in-house creative team, describing it as a missed opportunity for collaboration. “We truly believe in an open and collaborative approach… essential to create one unique identity,” the team wrote. Their disappointment underscores a broader tension between internal stakeholders and the decision to bring in external agencies for such a critical rebranding effort.
While Glover defended the campaign as a hallmark of British creativity, dismissing the backlash as part of a disruptive strategy, the internal criticism signals a deeper challenge for Jaguar as it strives to redefine its brand identity in an increasingly competitive market.
This internal dissent highlights the importance of aligning creative vision with internal stakeholders, especially during a transformative branding exercise. Whether Jaguar will address these concerns or press forward unchanged remains to be seen.
Elizabeth Puckett