The new Jaguar identity has been panned before the brand’s full vision is unveiled, while it’s also been pulled into a bizarre culture war. But if we deconstruct it, what’s actually been revealed and what’s still to come?
When a new identity launches for a major brand, the signaled change is usually enough to have consumers, commentators and the design community up in arms.
In many cases, in time, a new identity is given a chance to function and perceptions change; a bold new visual language is accepted and the brand thrives. It is a sign of good design when designers saw something in a brand that nobody else did.
In 1997, in the second Steve Jobs era, Apple’s ‘Think Different’ positioning raised eyebrows but worked in the long run due to it being tethered to innovation. In 2014, Airbnb was rebranded by Design Studio. It was a big change …
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