Jaguar once had one of the most recognizable symbols in the automotive world: the leaping cat.
Then came the rebrand.
The historic emblem was pushed aside as Jaguar launched an aggressive new identity built around futuristic typography, bright colors and slogans such as “Copy Nothing” and “Delete Ordinary.” The campaign immediately sparked a fierce reaction because the promotional video did something unusual for a car company: It showed no Jaguar vehicle at all.
Now the fallout has moved far beyond advertising.
