‘Unique and fearless’: Jaguar changes logo, brand with founder’s words

Jaguar Land Rover has changed its branding, and the reveal is causing people to take a second look.  
In a post on X, formerly Twitter on Tuesday, the luxury vehicle company shared a video with a simple message: “Copy nothing.”  
The video starts with a closed elevator and the debut of the new logo appearing. Eight models wearing vibrant colors walk out of the elevator and are featured throughout the clip.  
Many social media users expressed their confusion on X after watching the 30 second video, including X owner and Tesla CEO Elon Musk.
“Do you sell cars?” Musk replied in a post under Jaguar’s video.  
“Yes. We’d love to show you,” the company responded. “Join us for a cuppa in Miami on 2nd December? Warmest regards, Jaguar.” 
Other X users did not like Jaguar’s video.  
“Awful, awful ad,” another user wrote.  “Is this supposed to rescue your tarnished brand?” 
“Quite the opposite,” Jaguar responded. “This is a renaissance.” 
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In Monday’s press release, Jaguar explained its new brand identity.  
“The reimagined Jaguar begins its unveiling today with an all‑new brand identity that establishes its unique character, through a dramatic new visual language,” Jaguar said in the release.  
Although the company’s name logo will look slightly different, Jaguar plans to keep its signature animal as it leaps into this new chapter.
Instead of the recognizable silver jaguar, the company just “reimagined” its Jaguar “leaper,” the release said.
Jaguar adds that the company’s rebranding was a nod to its founder.  
“Jaguar has its roots in originality. Sir William Lyons, our founder, believed that ‘A Jaguar should be a copy of nothing,’” Gerry McGovern OBE, Jaguar’s chief creative officer, said in a statement. “Our vision for Jaguar today is informed by this philosophy. New Jaguar is a brand built around Exuberant Modernism. It is imaginative, bold and artistic at every touchpoint. It is unique and fearless.” 
On Dec. 2, Jaguar will present “Copy Nothing” at Miami Art Week. 
Ahjané Forbes is a reporter on the National Trending Team at USA TODAY. Ahjané covers breaking news, car recalls, crime, food recalls, health, lottery, and public policy stories. Email her at [email protected]. Follow her on Instagram, Threads and X (Twitter) @forbesfineest.