In a bold move that sparked controversy in the automotive world, Jaguar's rebranding effort under former chief creative officer, Ian Callum, has come under fire from influential figures including former US President Donald Trump and Tesla CEO Elon Musk. However, in a surprising turn of events, Callum is now defending the design choices that led to the backlash, arguing that they were a deliberate attempt to shake off the luxury car brand's traditional image and appeal to a younger audience. The rebranding effort, which included a new logo and visual identity, was meant to modernize the Jaguar brand and make it more competitive in a rapidly changing market. As the debate continues, Callum's defense raises questions about the role of design in shaping a brand's identity and whether the backlash was justified.
JLR’s former chief creative officer defends design choices made around Jaguar's rebranding, which irked President Donald Trump and Tesla boss Elon Musk.
