Four years ago, Jaguar’s chief creative officer, Gerry McGovern, sent a creative brief to his team: “Understand and obsess where we’ve come from, but don’t be harnessed by it,” he wrote.

The 'growler' logo, the universally-recognised snarling Jaguar head badge used for decades on ... They say: 'This bold linear graphic generates an unmistakeable presence and an immediately ...