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Car brand changes are always big news in design circles, especially when they involve completely new logos. So when Jaguar yesterday made his debut not one, but three new designs, including a wordmark, a monogram and a modified version of its famous jumping animal, it certainly caused a stir. And as expected, reactions were strong with this one.

With a minimal wordmark featuring a mix of upper and lower case letters and cyperpunk marketing imagery, it’s not what people expected from the luxury sports car brand. While others opt for a heritage lookJaguar leans towards “modern”. And it’s proving too much for many, with commenters across social media sharing their thoughts – including Elon Musk.

To get a quick idea of ​​what customers think of a brand, just take a look at its Reddit page. Currently, the Jaguar subreddit is full of swipes about the “shiny” new look.

This is how you advertise a Jaaag. Not whatever these new developments are. Since r/Jaguar

And even the bastion of taste that is Elon Musk had something to say about the rebranding – and to be fair, he reiterates what seems to be the main complaint within the Jaguar community, which is that the new brand doesn’t appear to represent a car brand, with people suggesting it resembles that of a vegan smoothie company or a trendy underwear brand.

Still, time will tell if the dust will settle on this one – after all, some of the the most hated rebrands of all timelike Airbnb’s controversial 2014 refresh, have proven to have impressive staying power.