Logo design is a crucial aspect of brand identity, especially for automotive manufacturers. It’s about distilling the essence of a company into a visually recognizable symbol. When a logo misses the mark, it can trigger immediate negative reactions, as seen with the recent unveiling of the Jaguar Cars New Logo. The update, along with a new brand-image campaign, has been met with largely unfavorable responses, suggesting a potential branding misstep.
Jaguar’s intention to undergo a radical and bold change is understandable and arguably necessary. The brand, while boasting a rich history and a legacy of iconic vehicles, has faced stagnation in recent years. A reboot is essential for Jaguar to resonate with contemporary consumers and drive sales of new models. Therefore, the concept of a dramatic transformation for Jaguar is valid and timely.
Alt text: Jaguar’s new brand identity campaign video frame showing a minimalist design element.
However, the question arises: is the chosen direction the right one? Let’s delve into the specifics, starting with the jaguar cars new logo itself.
The new logo presents a significant departure from its predecessor. On a basic design level, there are elements to appreciate. The rounded forms convey a sense of friendliness and cleanliness, while the mix of upper and lower case letters introduces a playful, approachable, and clean aesthetic. It even carries a hint of 70s retro vibe. This design might be well-suited for a brand in consumer electronics or perhaps a frozen yogurt chain.
But does it work for a car manufacturer, specifically for Jaguar? A brand aiming to compete with the likes of Rolls-Royce, Mercedes-Benz, and Bentley? This is where the suitability of the jaguar cars new logo comes into question.
The previous Jaguar logo, while needing an update, possessed a certain gravitas. The typography felt somewhat dated, and the ‘leaper’ – the iconic jaguar itself – was arguably too intricate for a modern, effective logo. An update was indeed justifiable. However, the chosen replacement seems to miss the essence of the Jaguar brand.
The term Jaguar uses for their new wordmark logo is “device mark”. While not inherently flawed graphically, the critical aspect is what this “device mark” evokes and resembles visually. Does it project the image of a premium vehicle brand aspiring to compete at the highest echelons of luxury?
Comparing the jaguar cars new logo to other logos reveals some striking visual similarities.
The comparison includes Nintendo’s e-Reader toys, the typography from the movie Dune, and the Bloomingdale’s logo. These brands, while recognizable, do not typically evoke associations with premium vehicles, electric or otherwise. The juxtaposition raises concerns about whether the new logo effectively communicates Jaguar’s brand positioning.
Furthermore, a significant question arises: where is the iconic cat? Why eliminate the leaping feline from the logo? The jaguar ‘leaper’ was a distinctive and powerful symbol of the brand. While the new brand identity does incorporate the leaping jaguar as a “makers mark” on a striped background called “strikethrough,” its relegation to a secondary element is a notable change.
This ‘makers mark’, alongside a monogram-like design, attempts to retain some connection to Jaguar’s heritage.
However, even these elements, while not poorly designed, may not fully capture the essence of “Jaguar,” even for a brand seeking reinvention. The critique here is not about design capability, but about brand identity and market perception. A quick five-minute sketch could arguably capture the modernity and Jaguar-ness more effectively than the official “device mark.” A modernized leaper could further enhance such a design, blending heritage with contemporary aesthetics.
Beyond the logo itself, the broader brand identity campaign, exemplified by the promotional video, also raises concerns. The campaign features a group of unconventional models and bold visual elements.
The campaign’s tagline, “copy nothing,” ironically seems to contradict its execution. The bold, colorful couture and saturated monochromatic backgrounds are not groundbreaking. This aesthetic has become a somewhat predictable approach for brands seeking to project edginess and daring.
To illustrate this point, a reverse image search of visuals from the campaign reveals numerous prior examples of similar aesthetics.
These examples, spanning back two decades, demonstrate the well-trodden path Jaguar seems to be taking, despite aiming for novelty. The ruffles, colors, fits, and expressions are reminiscent of established visual trends. The campaign, therefore, risks appearing derivative rather than genuinely innovative.
Even specific visuals within the campaign echo past iconic imagery.
The sledgehammer wielding model evokes Apple’s famous 1984 advertisement, further reinforcing the sense of déjà vu. The campaign’s aspiration to be perceived as shocking and novel falls short, appearing instead as a somewhat predictable attempt to be avant-garde.
While aiming for an artistic and unexpected approach is commendable, the current execution lacks genuine appeal and joy. The confrontational tone, directed at an undefined “conformity,” comes across as self-serious and lacking in genuine innovation.
The overall impression is one of smugness and elitism, which, while arguably a facet of Jaguar’s historical identity, is amplified to an unappealing degree in this campaign. While the rebranding has certainly generated discussion around Jaguar, the nature of the conversation is predominantly critical, with many expressing reservations about the brand’s new direction.
Jaguar undoubtedly needs a revitalized brand identity to navigate the evolving automotive landscape. However, the current jaguar cars new logo and accompanying campaign appear to be a misstep. A re-evaluation and a potential do-over might be in order to ensure the brand’s identity truly reflects its heritage and future aspirations in the luxury automotive market.
