The Jaguar rebrand this week has perplexed us as much as it did many others. Often this kind of brand blunder exists only as a conversation within the echo chamber of design, marketing and advertising fields. But this one is different. The team at Jaguar wildly underestimated the broad and deep adoration and heritage of the brand, and what it means to so many people.

As some of those people who don’t understand it, rather than pick holes in the new look – we decided to take a look at how we’d have rebranded this icon.

We’d start with an iconic new car, the cornerstone of the reinvention. The Jaguar Type-E EV is a luxurious, future state of the iconic E-Type. The sleek lines, the grit and determination, it sets a new bench mark in electric vehicles of the future – built on an unrivalled heritage.

Then we’d design a new logo. One that represents the unique history of the brand, but also pushes it into the future. Grounded in the 1945 Jaguar logo, our identity extracts the word mark and is tidied up to a slightly blockier, contemporary feel. The result is a timeliness logo that would sit comfortably alongside the likes of Gucci, Missoni and Tag Heuer.

Then, we’d tease the launch with a new generation of bold, iconic imagery.