On the finish of final yr, Jaguar shocked the world with its controversial rebranding marketing campaign. The teaser, which was launched as a part of its Panthera venture, obtained worldwide criticism for its Woke content material.
It appears backlash wasn’t simply restricted to most of the people. In line with media experiences, the rebranding train has triggered deep scepticism throughout the firm as effectively.
A leaked letter from Jaguar’s inner design crew to Chief Inventive Officer Gerry McGovern reveals the displeasure of among the members of the design crew over the choice to outsource the venture.
“We felt that the emblem disconnects from the narrative and the visible identification of the Panthera merchandise. On product it feels too rounded and playful, which doesn’t communicate to us the sensation of ‘Exuberance’,” the crew wrote.
Jaguar had additionally come beneath fireplace for its tagline, “Copy Nothing”. Within the letter, the design crew even famous that the emblem shared shut similarities with different manufacturers.
The crew additionally expressed its disappointment over the shortage of session. “We actually imagine in an open and collaborative strategy between all inventive events. Influencing and being influenced by one another. A vital atmosphere to create one distinctive identification, which transcends holistically.”
Rawdon Glover, MD of Jaguar, had described the model marketing campaign as “daring and disruptive”. He went on to dismiss the backlash, saying that the controversy was an indicator of British creativity.
Supply: Autocar
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