👉 Background: Jaguar was founded back in 1922 in the UK and had become an iconic British luxury brand. Since 1989, it has through various owners — from Ford, and then Tata during the GFC in 2008.

👉 What happened: Now, Tata is making a pretty bold move with the Jaguar brand. Last year, it stopped producing any new Jaguar cars to transition to an electric-only brand. And as part of this transition, the iconic leaping Jaguar logo has been scrapped and a new logo has been introduced.

👉 What else: With this brand spanking new logo, Jaguar plans to launch three new electric cars by 2026. But the new logo has already caused a heap of controversy online.

What's the key learning?

💡Brands trying to reinvent themselves need to walk a fine line between innovation and preserving their legacy.

💡A logo is the first impression a company makes with its customer, so by updating Jaguar's iconic "leaper" cat, they risk alienating existing customers who have built a strong emotional connection with the original design.

💡In 2010, fashion retailer Gap unveiled a new logo which customers hated, so Gap reverted to its original logo just a week later. Following Gap’s logo-gate, 29% of consumers said their decision to purchase a company's product would be influenced by a new company logo. So only time will tell if the new Jaguar logo will remain.