‘IT COMPLETELY MISUNDERSTANDS WHAT A BRAND IS': A BRANDING EXPERT WEIGHS IN ON JAGUAR'S CONTROVERSIAL NEW LOOK

Summary from the TLDR Design newsletter

Jaguar has unveiled a bold rebrand featuring three radical new logos and a wordmark blending upper and lowercase letters, sparking mixed reactions from experts and even Elon Musk. Critics have likened the colorful, car-free marketing to ads for trendy lifestyle brands, questioning whether the rebrand was necessary.