'Copy Nothing, Paste Everything': Nothing's New Logo Mocks Jaguar’s Latest Rebrand
Carl Pei-led consumer electronics brand, Nothing, has playfully taken aim at Jaguar’s new logo and “Copy Nothing” tagline by updating its own logo on X to resemble Jaguar's design. To further the jest, Nothing also changed its bio to say "Copy Jaguar," referencing Jaguar’s campaign tagline with a cheeky twist.
The British automaker's rebranding has stirred controversy online. Its minimalist logo and avant-garde "Copy Nothing" ad, featuring high-fashion models and cryptic slogans, has divided opinions.
Jaguar's rebranding has faced criticism for its lack of a car presence, with many social media users using humor and memes to point out that the campaign feels more like a luxury fashion ad than an automotive one. Nothing’s playful imitation of Jaguar’s new logo has sparked further debate, turning attention to itself while making a bold commentary on the rebranding.
Several netizens commented on this. One wrote, “trying to buy me a nothing (car) asap” while another commented, “seeing these two next to each other makes you realize how bad the new jaguar logo is”. One even appreciated the move and stated,
“This might be the most brilliant marketing response of the year. Well done!” and another wrote, “NOTHING can make me forgive you.”