Jaguar "Copy Nothing" Rebrand and Logo Change

Overview

Jaguar "Copy Nothing" Rebrand and Logo Change refers to a November 2024 rebranding campaign by British car manufacturer Jaguar. The campaign, which launched with Jaguar releasing an advertisement that didn't feature any cars and introduced a rebranded logo that removed the iconic pouncing jaguar associated with the company, became a subject of criticism and memes on social media, with users and brands also parodying the logo change.

Background

On November 18th, 2024, British car manufacturer Jaguar announced^[1] a rebranding campaign with the slogan "Copy Nothing," meant to "recapture ethos of founder Sir Willaim Lyons […] by being unique and original."

The campaign debuted on November 19th with a 30-second advertisement featuring a representative group of people dressed in colorful clothes. The advertisement (shown below) received over 480,000 views on YouTube^[2] and over 110 million views, 30,000 reposts and quotes, and 19,000 likes on X^[3] in two days (shown below).

Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B

— Jaguar (@Jaguar) November 19, 2024

On its website,^[1] Jaguar revealed its new brand identity, introducing its new logo, maker's mark and monogram. The designs, sans maker's mark, did not feature the pouncing jaguar closely associated with the brand for decades (new logo shown below).

Online Reactions

The release of the advertisement and the revealed logo change in late November 2024 quickly became a viral topic of discussions on X / Twitter, as both were met with criticism over the brand discarding its old identity, seemingly in favor of adopting what many perceived as a more "woke" approach.

For example, on November 19th, 2024, X^[4] user @benjaminhopton posted a Joe Pesci Reaction meme that received over 1,600 reposts and 16,000 likes in two days (shown below).

Car Twitter today. https://t.co/44wUIw73U1 pic.twitter.com/NypsUrhNZt

— Benjamin Hopton (@benjaminhopton) November 19, 2024

On X, users and brands also parodied the logo change. Notably, on November 20th, 2024, smartphone manufacturer Nothing jokingly changed their social media bio to "Copy Jaguar" and made a post parodying the logo change. The post (shown below) gained over 3,600 reposts and 82,000 likes on X^[5] in one day.

The rebrand remained a viral subject of memes and discussions in the days following the announcement.

Various Examples

Search Interest

External References