Jaguar's new logo receives mixed review

Along with its new marketing and ad campaigns Jaguar's done a number on its logo: both the Leaper and the typeface have been reworked. The icon gets a metallic fill and shadow, the type gets wider and shorter, while its metallic look mimics the jewelry on vehicles like the XJ.

Jaguar said that "[the] dramatic alteration, including significant changes to the brand symbols of the 'leaper' and 'growler,' is the most extensive change Jaguar has made to its visual identification in 40 years."

But to us, one of the most interesting things about the the new logo is that it isn't exactly new: Jaguar had the practically the same transformation to its logo applied in 2002.


Lined up like this, the new logo looks less like "the most extensive change Jaguar has made to its visual identification in 40 years" and more like an evolution of what was done ten years ago. And there's nothing wrong with that; we just wonder why that middle logo seems to have been ignored even though it's been in use since it was created.

The brand new logo appears to be speaking to the badging on the company's cars, like the XJ, which is the kind of cohesion one would expect from a rebranding exercise. It takes a while for these things to supplant their antecedents and take hold, but this is all part of the new appeal Jaguar is making to attract "nontraditional buyers with a broader mindset." How effective will it be is the question that remains to be answered.

http://www.autoblog.com/2012/03/10/j...-mixed-review/

 

I like the new one

 

I like the new one's definition, but I really wish they'd kept the font from the 2002 lol

 

The new one is the best of the 3

 

I like the new one the most. It looks more clear and looks like its more morphologically accurate

 

Pretty sure nobody is going to notice unless you point it out and compare.

 

I like the new cat, but prefer the old font. The "J" just looks classier.

 

Like other have said - I like the new cat, but prefer the old font

 

Looks fine to me

 

I see nothing wrong with the new one either lol

 

definitely the new one...

 

Nobody would notice, nice refreshed design.

 

I like the new one too.

I also miss the actual leaping cat on the hood.

 

The old logos represent failure. I think the new logo looks just the right amount of different. Still keeping the tradition, but making a statement that this isn't Ford's Jag anymore. I like it.

 

new one much more modern - like it.