On the finish of final 12 months, Jaguar shocked the world with its controversial rebranding marketing campaign. The teaser, which was launched as a part of its Panthera challenge, obtained worldwide criticism for its Woke content material.
It appears backlash wasn’t simply restricted to most people. Based on media experiences, the rebranding train has prompted deep scepticism inside the firm as nicely.
A leaked letter from Jaguar’s inner design staff to Chief Inventive Officer Gerry McGovern reveals the displeasure of among the members of the design staff over the choice to outsource the challenge.
“We felt that the emblem disconnects from the narrative and the visible id of the Panthera merchandise. On product it feels too rounded and playful, which doesn’t converse to us the sensation of ‘Exuberance’,” the staff wrote.
Jaguar had additionally come below hearth for its tagline, “Copy Nothing”. Within the letter, the design staff even famous that the emblem shared shut similarities with different manufacturers.
The staff additionally expressed its disappointment over the dearth of session. “We actually imagine in an open and collaborative method between all inventive events. Influencing and being influenced by one another. An important atmosphere to create one distinctive id, 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 a trademark of British creativity.
Supply: Autocar
