A promotional video for a rebrand of British luxury car brand Jaguar is being criticized online for showing models in brightly colored outfits — and no car.

Jaguar surprised us with a new logo and a brash new mission statement, but can fonts and buzzwords distract from the big problem the automaker still faces?

The new Jaguar logo and promotional campaign have sparked considerable controversy in recent days. To put it mildly, the public has not received the changes. An independent graphic designer decided to take matters into his own hands and proposed an alternative logo.

The British car maker has taken new cars off sale to the general public for more than a year as it reinvents itself to launch three new electric cars, starting in 2026.The new logo is produced in a bespoke font and the car maker says its "geometric form" has combines "upper and lower case characters in visual harmony.