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.

British luxury automaker Jaguar has revealed its Type 00 concept car, the first glimpse of a new electric vehicle following a controversial rebrand that has divided opinion on social media.

Jaguar’s new ethos is “copy nothing,” and the first concept car of its new era is trying to deliver.

Luxury car maker Jaguar has unveiled its new electric concept car and, like a recent controversial teaser video, it has divided opinion. Some on social media said the new Type 00 car was "exciting" and "absolutely stunning", while others called it "rubbish" and told Jaguar's designers to "go back to the drawing board".

But for some car enthusiasts, the Type 00 (named after the company’s aim for zero emissions) still came as a bit of a shock. Jaguar is, after all, a well established premium brand, associated with sleek curves, racing and James Bond movies.

To recap first let's take a look at that new Jaguar logo again. Logo for Jaguar There's a lot of things that can be criticised about the new Jaguar logo. The wide kerning, the random uppercase 'G' in the middle of lowercase letters.