There has been much discussion about Jaguar's rebranded image, with many acting like it has destroyed something sacred. But there's method in the madness.

Jaguar surprised us with a new logo and a brash new mission statement, but can fonts and buzzwords distract from the big problem the automaker still faces?

If you’ve been on the internet in the last couple of days you’ll have been hard pressed to miss the news of Jaguar’s rebrand. The iconic British company unveiled a radical new look, complete with a new wordmark, logos and buzzwords such as ‘Exuberant Modernism’.

A promotional video for a rebrand of Jaguar is being criticized online for showing models in brightly colored outfits — and no car.

Luxury car manufacturer Jaguar has unveiled a new logo and branding ahead of its relaunch as an electric-only brand. The British vehicle maker, owned by Tata Motors, will launch three new electric cars in 2026,

Jaguar has unveiled a new logo that emphasizes its posh pronunciation as it transitions into a “new era” that emphasizes its all-electric vehicle lineup.

It might, I suppose, have been worse. It could have followed the fund manager formerly known as Aberdeen to restyle itself as JGR. Or as with the Royal Mail, it could have opted for something along the lines of International Motoring Services.