The new logo is a pared-down ... more tech-centric era. As a brand, Jaguar has a storied history going back to 1935, when the first-ever Jaguar car hit the market. Throughout the 20th century ...

The new logo, written as JaGUar ... ‘As proud custodians at such a remarkable point in Jaguar’s history we have preserved iconic symbols while taking a dramatic leap forward.

Many of the complaints were levelled at the new Jaguar logo, with Jaguar’s design team criticising the “playful” looks that don’t speak to the Concept 00’s bold physical presence.