Jaguar Rebrand

[Gonzo]

I know a brand is more than a logo, but honestly Jaguar's logo and overall brand identity has been pretty iconic over its history...

Well say goodbye to that, and hello to this...

I know Jaguar has been struggling, but this might actually put them into the ground. Woof.

 

[Clonehomer]

Looks childish. And I don’t think childish when thinking a luxury brand.

 

[MeowingCows]

Hmmm...that doesn't really seem like marketing for their target clientele. It looks like an fashion show ad instead of a car company (and a wealthy, high end, elite-targeting one at that).

 

[Bigman38]

Is it April 1st?

IMO some of the best looking cars out there are Jags, just keep making cool cars and I don't care how weird your marketing gets.

 

[FerShizzle]

I kinda like the look. Guess I am in the minority here. The old logo was about as dated as a gold toilet.

Do they even make any electric cars? That’s the rebranding they need to be doing.

 

[Malty Flannel]

I dont think i've seen an improved rebrand this century. I spend alot of time in the scotch whisky community, and they've had several rebrands of iconic whiskies that have just been atrocious. Folks have pointed out the same thing with modern architecture.

 

[MeowingCows]

I kinda like the look. Guess I am in the minority here. The old logo was about as dated as a gold toilet.

Do they even make any electric cars? That’s the rebranding they need to be doing.

That's where they are headed next: https://www.jaguar.com/electric-cars/index.html

 

[Mr Janny]

I kinda like the look. Guess I am in the minority here. The old logo was about as dated as a gold toilet.

Do they even make any electric cars? That’s the rebranding they need to be doing.

That's exactly what they are doing. No more ICE. Going entirely electric.

I understand why they're doing it. Hope it doesn't mean the end of the F-Type. Seriously one of the best looking vehicles on the market. Certainly the brand has issues, but they know how to design an attractive vehicle

 

[Gonzo]

I kinda like the look. Guess I am in the minority here. The old logo was about as dated as a gold toilet.

Do they even make any electric cars? That’s the rebranding they need to be doing.

I'm sure plenty will like it, and can kind of see the "dated" argument for their existing stuff.

I guess my thing is, if you've been around a really long time and built a pretty iconic brand identity, when it's time for a refresh, figure out a way to evolve what you've had. IMO by doing such a stark 180 like this sends the message of "Yeah, that company and brand experience you thought you knew for all those decades, that was never really us. THIS is us."

It just kind of seems like an assault on who they've been and what they've built over history. JMO.

 

[JEFF420]

zoolander 3 or cars? confused

 

[Clonefan32]

In any situation like this I can't quite shake the thought that some company was paid hundreds of thousands of dollars to come up with this.

 

[Gonzo]

In any situation like this I can't quite shake the thought that some company was paid hundreds of thousands of dollars to come up with this.

Oh they paid a whole lot more than that I'm sure.

 

[Dgilbertson]

I kinda like the look. Guess I am in the minority here. The old logo was about as dated as a gold toilet.

Do they even make any electric cars? That’s the rebranding they need to be doing.

ISU grad creative director here. This is a horrendous rebrand visually and will only serve to negatively impact sales, current/prospective customer sentiment, and brand footprint.

And I can retroactively write the brief based on the 'creative' displayed here.

A: How ____ do you want your ad?
B: YAAAS!!!
A: say less

 

[Dgilbertson]

I dont think i've seen an improved rebrand this century. I spend alot of time in the scotch whisky community, and they've had several rebrands of iconic whiskies that have just been atrocious. Folks have pointed out the same thing with modern architecture.

w/ architecture and other areas of modern 'art' it's designed to be an assault on your senses and drive towards despair.

 

[dmclone]

Jaguar is owned by Tata.

"Jaguar is planning a phoenix-like rebirth as the British automaker executes its plan to become an EV-only manufacturer by 2025. This will involve killing off its current lineup while also shifting towards higher-cost vehicles. This means that the gas-powered XF sedan and E-Pace and F-Pace crossovers will cease production later this year (the F-type sports car already had its swan song for the 2024 model year). Joe Eberhardt, Jaguar Land Rover's North American President and CEO, recently explained the shift to Road & Track."

 

[3TrueFans]

I'm sure plenty will like it, and can kind of see the "dated" argument for their existing stuff.

I guess my thing is, if you've been around a really long time and built a pretty iconic brand identity, when it's time for a refresh, figure out a way to evolve what you've had. IMO by doing such a stark 180 like this sends the message of "Yeah, that company and brand experience you thought you knew for all those decades, that was never really us. THIS is us."

It just kind of seems like an assault on who they've been and what they've built over history. JMO.

Jaguar's got the same problem as Land Rover, an iconic luxury brand with tons of history but the stigma of dog **** reliability.

 

[Gonzo]

I dont think i've seen an improved rebrand this century. I spend alot of time in the scotch whisky community, and they've had several rebrands of iconic whiskies that have just been atrocious. Folks have pointed out the same thing with modern architecture.

There've been some good ones IMO. Dunkin' Donuts making the transition to Dunkin' was pretty solid.

I think the atrocious ones just make the bigger and better story.

 

[Drew0311]

I know a brand is more than a logo, but honestly Jaguar's logo and overall brand identity has been pretty iconic over its history...

Well say goodbye to that, and hello to this...

I know Jaguar has been struggling, but this might actually put them into the ground. Woof.

I drive a Jaguar F Pace SUV. Just a year old. Thank Goodness I bought it with the legendary Jag on it. So dumb to do this.

 

[Gonzo]

I drive a Jaguar F Pace SUV. Just a year old. Thank Goodness I bought it with the legendary Jag on it. So dumb to do this.

I've never owned a Jag, never driven a Jag, but my wife's aunt in SoCal had one and she drove us around a bit a few years ago when we were out there and, regardless of whatever reliability issues they have, that was one very smooth ride.

 

[ClonesFTW]

Old logo was great - I think they will regret this.