You're all making fun of it but this new style did exactly what it intended to do. Everyone is talking about them now.
this post was submitted on 20 Nov 2024
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JaGUar
Wow, they really took their logo from sexy, fast and expensive looking, to looking like an over priced soft drink?
That's impressive, haha.
GUys I'm from ~~2040~~ 2035, here's Microsoft's logo
MS corporate comms army did a sik job getting across those inscrutable monolith vibes, I bet when it launched they all clapped (even though clapping is in performance reviews)
BONUS: heres Amazon, Faceberg and Nvideo too (yay diversity)
spoiler
I would have failed every design class I took in college if I submitted that. Why such wide kerning? Why lower case but upper G? Why so round? Why so completely unreadable at a distance because of micro serifs? There isn't one good design element in this.
I think they want people to focus on the "agua" and the j and r are just little accents on it like its word art rather than a logo. Like, I literally picture the marketing weirdos at the meeting going off like this.
The "a" is the worst part for me. You can't see those little stubbs at a distance. So it reads JoGuor at a distance. They didn't just fail to create a good logo, they failed to preserve the name. One bit of advice I always give is "imagine this logo on the back of a golf card or a Pride brochure. If the logo isn't crisp and readable in black and white in a 1/2 inch square then it sucks." This design fails that test. Not just because of the messed up "a" but the wide spacing makes those unreadable "a"s even smaller than if the letters weren't so widely spaced.
It doesn't say "car" at all either; no elegance or prestige. The old logo was sexy. New one looks like a logo for bottled water or something.
Edit: it's like going from James Bond to Austin Powers.
Austin Powers has style. Crazy 60s style but style.
Ya, I wanted to use a bland spy but there aren't any-- I was going to use the Spy vs Spy guys because they are the most generic-looking, but ultimately I kept Powers because while he is stylish and fun, he is also really immature and the logo looks immature to me.
I fucking hate this minimalist design trend more than it is probably reasonable to hate an aesthetic. It's got the personality of unfinished drywall.
The younger generation barely reads let alone reads cursive. This is next generation marketing you aren't the audience I imagine.
That's what it is, isn't it. Retirement in their design department, new hires and this is a Millenial message marketing to Gen Zers (and Alphas too, automotive preference starts early)
Honestly I think unfinished drywall has more personality. It’s utilitarian and rough around the edges, without the shiny surface veneer.
That new Jaguar logo is like somebody took a beautiful old house full of exposed brick and wood work and put a coating of white paint over everything.
All these minimalist labels save .0005¢ every time they’re printed, probably even more on promo booths, banners, and the like.
Better:
- Revolut (though a fintech company named after a revolution lacking the charge at the end is still moronic in several ways)
- airbnb (from awful to meh)
- Spotify (same)
Worse:
- Pinterest (original fit the platform and what it is/was pretty much perfectly. Current is meh)
- eBay (both are bad IMO, but at least the original was bad in a playful and eye-catching way. The new one is just more meh
- Burberry (the stag was notable and signalled a history of old-fashioned quality that's suitably rugged. The new one is meh AND insecure about people knowing which London they're from)
- Rimova (yet another fashion brand apparently afraid of being noticed
- DF (from one of the best and most fashion-appropriate logos to an absolute eyesore and kerning nightmare that invites vandalism)
- Jaguar (From absolutely iconic and great in every way to even uglier than the new DF one. I hope whomever came up with that got both fired and beaten and I'm a pacifist.)
The rest just go from meh to slightly different meh 🤷
I liked the old aibnb one.
Microsoft went from "boring with a bit of attitude" to just plain boring
DF gets points dedacted for missing the ü dots on both, looks absolutely stupid to a german speaker
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Those old fashion logos are actually sick. Concerning that an industry that sells style would make these their logos.
Except eBay, that was always trash.
I wonder how much correlation there is between logo blandification and being owned by giant corporations.
You were supposed to remove the text...
Top looks like it belongs on a nice sports car.
Bottom looks like you can find it on a new Multipla.
That font is awful. The G looks completely unrelated to any of the other letters.
The G looks completely unrelated to any of the other letters.
I see this, since half of the letters appear to be uppercase, and the other half lowercase:
JaGUar
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Bottom text looks like it belongs on some short-lived product for flavoring water or a gas station energy drink.
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"We're a tech company now!" logo
JOGUOR
Could JOGUOR become the new KN?
Tata cat.
Insiders might get it.
rimshot
I love how the new logo could be literally done in less than a minute on fucking microsoft office. They didn't even bother with a cool looking font, just generic curvy shit
I'm sure they spent an unreasonable amount of time getting that ugly font look just right.
It cost at last 50 million in a fancy name designer fees.
Somewhere in Jaguar HQ, a marketing firm convinced the CxO suite that the most pressing problem facing the company was that the logo was wrong. So, in the interests of the shareholders they write off the goodwill value of the existing brand and dump millions of euro into this.
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It takes a heroic amount of cocaine to make something so devoid of taste and see it through.
I dont understand modern logos principles. How tf is that recognizable. Also animals are fun. Stop getting rid of animals from icons.
JaGUar
Changing things for sake of changing things. Like Microsoft with every moronic "update".
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