Leaked letter reveals Jaguar designers' doubts about controversial rebranding

A leaked letter exposes internal discontent among Jaguar's design team over the company's bold rebranding efforts, sparking questions about the brand's future direction.

KourtneyKardashian

Jan 18, 2025 - 12:28

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Leaked letter reveals Jaguar designers' doubts about controversial rebranding

Jaguar's recent rebranding campaign, unveiled alongside its controversial Type 00 concept, was designed to signal a new era for the storied automaker. But behind the scenes, not everyone was on board. According to a leaked letter first reported on by CarScoops, even Jaguar's own design team voiced strong objections to the approach, raising concerns about the project’s direction and execution.

Internal frustration over outsourcing

In the leaked letter obtained by Autocar India, Jaguar’s in-house designers expressed dissatisfaction with the decision to outsource branding work to Accenture Interactive, a move that followed the 2021 acquisition of Jaguar’s former creative agency, Spark44. Signed by as many as 30 members of the design team, the letter criticized the new logo’s design and the decision to rely on external input for a project so closely tied to Jaguar’s identity.

The designers argued that the new logo lacked a connection to the company’s narrative, calling it “too rounded and playful” to represent Jaguar's brand of “exuberance.” They also expressed concern that the design bore similarities to other brands, undermining Jaguar’s aim to be a “copy of nothing.”

A polarizing rebrand

The rebranding project was unveiled late in 2024, generating widespread debate among automotive enthusiasts and critics. At the heart of this transformation was the Type 00 concept, a zero-emission vehicle marketed as both a tribute to Jaguar’s heritage and a bold step toward a more sustainable future—apparently.

Jaguar defended the polarizing approach, dubbing it “Exuberant Modernism.” The Type 00’s design, featuring brass accents, butterfly doors, and innovative material choices like travertine stone, exemplifies that philosophy.

"It has an unmistakable presence," said Gerry McGovern OBE, Chief Creative Officer for Jaguar Land Rover. "It is our first physical manifestation and the foundation stone for a new family of Jaguars that will look unlike anything you’ve ever seen." While the concept drew attention for its audacious styling, the backlash over the branding choices suggests a disconnect between the company’s ambitions and its internal team’s vision.

Designers feel undermined

The leaked letter highlights deeper frustrations within Jaguar's design team. “As a team, we worked collaboratively across our design disciplines for the holistic purpose and modern luxury narrative needed for the project,” the letter reads. The designers suggested their efforts were overshadowed by the decision to entrust such a critical aspect of the rebrand to an external agency.

In response, Jaguar issued a statement emphasizing the subjective nature of creativity and the importance of fostering debate during transformative periods—a bit of a nothing sandwich if you ask us. The statement did not directly address the concerns raised in the letter.

Final thoughts

Jaguar’s rebranding is part of a larger strategy to reposition itself as a luxury EV brand, shedding its heritage image in favor of modernity. With the automotive world rapidly shifting to electrification, Jaguar is taking bold steps to stay relevant.

Yet, the controversy surrounding the branding project raises questions about whether the company’s internal alignment is strong enough to support such a dramatic transformation. The rebrand has undoubtedly placed Jaguar in the spotlight, but whether it’s the right kind of attention remains to be seen.