In the world of luxury cars, branding is everything. So, when Jaguar unveiled its new logo, the collective gasp from car enthusiasts and design aficionados alike was audible. To say the new branding is a departure from the sleek, sophisticated image Jaguar has cultivated over decades would be an understatement. It’s more like Jaguar took a wrong turn at “Refinement Avenue” and ended up lost on “Eyesore Boulevard.”

Picture this: the once-proud leaping cat, an emblem of power and grace, has been transformed into a chunky, cartoonish figure that looks more at home in a children’s coloring book than on the hood of a luxury vehicle. It’s as if someone fed the original Jaguar logo a steady diet of junk food and bad design choices. The result? A pudgy feline that’s neither fierce nor fast but rather reminiscent of a house cat that’s spent too much time lounging on the couch.

Then there’s the font. Oh, the font! Gone is the elegant, timeless typeface that whispered class and sophistication. In its place, we have a blocky, uninspired script that feels like it was lifted straight from a mid-90s computer game. You half expect to see it flash “Game Over” on the dashboard. It’s as if Jaguar decided that subtlety and elegance were overrated and opted instead for a look that screams, “Hey, kids, check out my new ride!”

And the colours! The once sleek and striking silver has been swapped out for a garish palette that might be more at home in a neon-lit diner. It’s like someone handed a crayon box to a designer and said, “Have at it!” The result is a visual cacophony that leaves you wondering if Jaguar’s new brand direction was inspired by a late-night cartoon binge.

In the end, Jaguar’s new branding is a bold move—boldly bad. It’s a lesson in what happens when good intentions and bad design collide head-on. So, here’s to hoping Jaguar quickly realises the error of its ways and steers back onto the road of refined elegance, leaving this unfortunate detour far behind.