By now, you've probably seen the new Jaguar logo as well as the controversial Jaguar Type 00 EV design concept. A large section of the public seems to have taken almost personal offence to both (whether they're in the target market or not). So it's perhaps not surprising that a designer's attempt of 'fix' the logo has gone viral.

Carmakers are signaling their move from combustion to electric vehicles with new logos that are lighter, rounder, and more lowercase. The tantrums thrown across social media over the past few weeks in reaction to Jaguar’s redesign have once again revealed a fundamental contradiction underlying contemporary branding.

Automakers routinely use concept vehicles to gauge customer interest in designs or show the future directions of vehicles or brands.

"Mark my words, Jaguar will go bust," Reform Party leader Nigel Farage predicted on X. But the former Top Gear presenter James May told the BBC that the fact the ad was being talked about so widely has "got to be a bit of a result for Jaguar,

A day after unveiling a controversial new logo, Jaguar introduced a dramatic new car design. Type 00 (pronounced Type Zero Zero), says the manufacturer, embodies Jaguar’s “creative philosophy of Exuberant Modernism” following the debut of its new brand identity.