At the end of 2024, no one in the creative industry could have missed the unveiling of the new identity of the luxurious car brand Jaguar. And if you’ve been living under a rock, here’s a quick summary: a new, very “techy” logo with rounded, minimalist shapes (which, according to many, would be more suited to a brand of ultra-modern vacuum cleaners), the disappearance of the iconic jaguar head monogram, and a car commercial… without a single car in sight.
The least we can say is that this unexpected transformation has sparked a lot of discussion. It’s prompted us to speak up about a topic we know very well at Grafico: rebranding.
The role of the brand
A brand has one goal: to create an emotional connection between a product (or service) and its consumers. It helps attract new customers, but also, and more importantly, to retain them. This emotional bond explains the strong reactions (often negative) that are expressed every time an iconic brand reveals its new logo.
Remember GAP, which in 2010 unveiled its new logo… only to backtrack six days later due to the intense backlash from the public. More recently, we also witnessed Burberry’s about-face, where in 2023, the fashion house chose to return to its vintage logo from 1856. Only a few years earlier, the fashion house, like Chanel, Saint Laurent, and Balmain, had followed the trend of drastically standardizing logos, using sans-serif fonts and… nothing else.
“There are several important factors to consider when working on a rebrand. It’s crucial to understand the company’s trajectory, the reasons behind the change, and, of course, the current and potential target market. Brands evolve over time for various reasons; therefore, understanding their new goals and the ‘why’ behind the change is an essential first step toward a successful rebrand,” explains Orlando Grünewald, Art Director at Grafico. Indeed, a good rebrand must 1. Fit into a context that justifies it, and 2. Be executed correctly based on the brand’s motivations.
For example, GAP had reasons to undergo a facelift: its old logo had been the same for over 20 years. However, the market had changed, and a brand that doesn’t evolve is a brand that dies. But it was the execution that faltered: the old logo completely disappeared, along with a significant part of the brand’s heritage. Gone were the iconic solid blue square, the tall capital letters, and the serifs. The new logo introduced a sharp break, which understandably didn’t resonate well with loyal customers.
Burberry, on the other hand, presents a different case. Here, the rebranding context wasn’t entirely justified. The fashion house seemed to want to follow a global trend, even though it wasn’t changing its target market or product offering, and even though the luxury world tends to value “heritage” brands more than any other industry. This is why everyone seemed to breathe a sigh of relief when the vintage 1856 logo returned to the forefront. The brand’s loyal customers once again saw a symbol of craftsmanship and distinction that had been associated with Burberry.
“Brands evolve over time for various reasons; therefore, understanding their new goals and the ‘why’ behind the change is an essential first step toward a successful rebrand.”
How to Succeed in a Rebrand
Let’s now dive into the heart of the matter: how to succeed in a rebrand when consumers don’t seem to want to see their favorite brand change? We asked Orlando.
“Well, to start with, it’s not true that consumers don’t want to see their brand change. They just don’t want it to become a completely different brand overnight. If you were to get married tomorrow, you probably wouldn’t mind your spouse evolving over time, especially if it’s for the better. However, it would be awkward to wake up one day next to someone entirely new.”
The secret to a successful rebrand lies in finding the right balance between novelty and heritage. And this balance depends on the context and the strategic decisions that originally motivated the company to initiate the rebrand process.
“A rebrand is not just about the numbers. It may also involve a shift in attitude, practices, or values that need to be realigned—not only visually but also in the company’s modus operandi. All these elements must be aligned with both the current and desired target market. Numbers, engagement, and ongoing overall consistency (in visual identity, tone of voice, operations, etc.) will ultimately define and indicate the success of a rebrand.,” adds Orlando.
“It’s not true that consumers don’t want to see their brand change. They just don’t want it to become a completely different brand overnight.”
Our Experience with Rebrands at Grafico
Over the past 25 years, the Grafico team has had the pleasure of working on many brand redesigns, and that’s a good thing! It’s always rewarding to see rebranded companies thrive in a competitive market. We asked Orlando to tell us about some projects that stood out to him during his 10 years at the agency.
“L2 Bubble Tea is somewhat of an iconic brand in Montreal’s Chinatown. The founders, who took advantage of the growing popularity of bubble tea, decided after 20 years that it was time to refresh the brand’s image and voice. The goal wasn’t just to remain competitive, but also to introduce a new selection of flavorful products to a younger generation while preserving the core elements of L2’s identity, like the fuchsia pink and key elements of the logo. The result is a vibrant brand that visually reflects its flavorful teas while retaining key elements and practices that resonate with its loyal customers.”
“For Blu Element, our approach was very different. The original brand wasn’t very old, and it was fairly successful, but it was competing against very strong brands. So, we focused on injecting personality and storytelling. The rebrand represented a complete shift in attitude for the brand: conquering new markets, adopting new practices (plastic-free packaging), and expanding its consumer base. The results speak for themselves: sales increased by over 20% after the rebrand.”
Conclusion: So What About Jaguar, Success or Failure?
Now that we know all this, we can better analyze what’s happening with Jaguar. Let’s review our two key points:
1. The rebrand must fit into a context that justifies it
On this point, there’s nothing to argue. It’s clear that the context called for a rebrand. Indeed, the strategic direction of the brand has completely shifted: Jaguar was selling its last thermal engine vehicles in 2024 and is now transitioning to fully electric cars. The pricing structure is also set to change, moving upmarket. This shift in products and prices suggests the need to attract an entirely new customer base. These are all more than valid reasons to embark on a rebrand.
2. The rebrand must be executed correctly
But here’s where things go wrong. While one might think that such a radical shift in strategic direction would require an equally radical rebrand, in practice, it doesn’t work that way. Because even though some applaud the boldness of this new identity, which at least has the merit of generating a lot of buzz and expectations for the new vehicle, we can’t deny it: the brand’s entire heritage seems to have been swept aside without a second thought. And this goes beyond the branding itself, as the new car, with its sharp angles and straight lines, bears little resemblance to any of Jaguar’s iconic models.
What makes Jaguar legitimate to sell electric vehicles priced in the six-figure range, if not the brand’s long-standing expertise, craftsmanship, and the aura of luxury it’s built over the years—its heritage, essentially? And that’s where the rebranding effort falls short for many people. The balance between honoring Jaguar’s storied past and embracing the future seems off, which is why the rebrand has been met with resistance. Now, only the future will reveal how this plays out for the brand. And mind it, there’s always the possibility that, in hindsight, we might all be wrong and the rebrand could become iconic. Only time will tell.
As you can see, this topic has really caught our attention, and we hope it has sparked your interest too! And of course, if you think your brand is ripe for a rebrand, we’re here to help you with it (and make it a success)!
