Car giant Jaguar has unveiled a new logo and a rebranded range of electric cars alongside marketing slogans such as “delete ordinary”, “live vivid” and “copy nothing”.The new logo features the British vehicle maker’s name written as JaGUar – a “seamlessly blended upper and lower case characters in visual harmony”,

Jaguar‘s new logo has stirred conversations on the internet as individuals continue to express their disappointment with the redesign. The British company recently ditched its silver roaring big cat logo and went for a seemingly more minimalistic look instead.

Jaguar surprised us with a new logo and a brash new mission statement, but can fonts and buzzwords distract from the big problem the automaker still faces?

That iconic 'Leaper' logo depicting a wild cat pouncing mid-air? That's gone — plus, the brand's latest ad features a group of models in bright colours, with no car in sight

Jaguar’s brand image since 1982, the silhouette of a mid-leap feline, is now facing the opposite direction, into the fireless stage of motoring