Jaguar Logo Drama: Design Boss Denies Sniffing The White Stuff During Rebrand [Video]

Jaguar has started communicating its new logo and branding for the company’s make-or-break rebirth.
The automaker’s Chief Creative Officer told journalists he knows not everyone will like Jag’s new direction.
“[We have] not been sniffing the white stuff – this is real,” Gerry McGovern said.

The definition of madness is trying the same thing over and over and hoping for a different result, according to the old saying. Jaguar’s been there, done that, so now it’s doing something really different. But journalists who attended the reveal of the brand’s new logo and direction think it might be mad anyway.

In case you’re not up to speed with what’s going on at Jag, the company has axed its entire product line and is rebooting itself as an EV-only company that will launch three electric vehicles between 2025 and the end of the decade. We’ll see a concept version of the first …

Tags Brand Identity, Branding, Branding Agency, Designer