Despite the criticism, the Type 00's bold redesign aligns with Jaguar's history more closely than you might expect.

The Jaguar lettering is now presented in a new font, which is rounder and more open. The company calls the Jaguar lettering the Device Mark, and it uses a mix of upper and lower case characters.

Jaguar’s transformation to a high-end luxury brand has started to take shape, with the company revealing its new logos and styling details. The artwork for the relaunched brand comes ahead of a ...