🔁 Rebranding Purpose — Jaguar rebranded to redefine its identity as a luxury electric vehicle brand, aiming to create a modern and bold image that resonates with contemporary audiences. ⚡️ Electric Transition — The rebranding aligns with Jaguar's transition to an electric-only lineup, with plans to launch three new electric vehicles by 2026. 🎉 Design Philosophy — The new branding is characterized by 'Exuberant Modernism', focusing on creativity and originality, as reflected in their 'Copy Nothing' slogan. 🎨 Logo and Font — Jaguar introduced a new logo and font, featuring a mix of upper and lower case letters, to symbolize visual harmony and modernity. 📈 Strategic Goals — The rebranding aims to change public perception, establish Jaguar as a leader in luxury electric vehicles, and reduce its dealer network in favor of city-centre brand stores.

But the question being discussed is if it's going to work(?)

1. There is no rule that "modern" brands for "young" audiences ALWAYS DEMAND sans serif typography, curved edges, and "soft" tones. The "a" is becoming an "o" in smaller sizes. The monogram looks like everything else, is nothing worthy of being remembered, nothing slightly unique. The color combination with the typography is giving me cosmetic product vibes.

2. There is a fine line when it comes to the creating the "Perception of Luxury". Rolls Royce is inadvertently a Luxury Product and so is Lotus , but neither of these brand are willing to throw away the most valuable asset, which I think Jaguar has - Legacy. Jaguar risks loosing decades of brand recall to catch a new "serviceable" addressable market. Good for business, waste of a heritage.

3. Preparing customers for the anticipation of product with bells and whistles is something all brands are guilty of, even Apple with it's Apple Intelligence rollout. True shock and awe comes when things happen in one fell swoop, not in iterations. Preparing audiences for the Only Electric transition 2 years prior, and having nothing to show other than a Brand relaunch falls sour on people's tongue.

lol yes bro exactly