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

Jaguar's own design team said it was sidestepped as part of the rebrand and has expressed concern with the result.

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The letter also critiques the new logo and graphic identity as disconnected from Jaguar’s core narrative of “modern luxury” and lacking the coherence expected from a brand steeped in history ...

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Many of the complaints were levelled at the new Jaguar logo, with Jaguar’s design team criticising the “playful” looks that don’t speak to the Concept 00’s bold physical presence.

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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.