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.

Jaguar‘s new logo has stirred conversations on the internet as individuals continue to express their disappointment with the redesign. The British company recently ditched its silver roaring big cat logo and went for a seemingly more minimalistic look instead.

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.