Paul Taylor’s Post

IMO while this iconic car represents innovation, elegance, and engineering excellence, the logo and launch ad feel disconnected from those qualities. It’s almost as if they’re targeting an audience akin to "The Capitol" from The Hunger Games, which embodies excess, superficiality, and ostentation—a sharp contrast to Jaguar’s heritage, authenticity, and understated elegance. Colbert certainly has an opinion—he just did a bit about it on his show. https://www.youtube.com/watch?v=7GcHInA83T4

Working in marketing and not commenting on this rebrand is the equivalent of running a marathon and not telling anyone.

My mate Dave has the outrageous opinion of being completely ambivalent about this controversial rebrand. Honestly. He neither likes it nor hates it. He doesn't know if it will work or not work. He doesn't seem to care either way about it. To him it's one of those things that isn't marmite. I told him to do a post about this mould breaking lack of an opinion on it, on Linkedin but apparently he 'can't be arsed.' Some people.

Meh. They believe that there is no remaining equity in the Jaguar brand (actual leaked quote from an executive). It's not a rebrand so much as a reset. It's meant to be an entirely new company focused only on electric cars. The fact that they kept the name Jaguar is almost immaterial, and there's I think a strong argument that they should have changed the name as well. It's not a question of retaining their old market and growing into new ones, it's a complete start over looking for an entirely new audience. Is that a good strategy? I don't think so, but only time will tell.

DESIGN COMMUNITY STALLS AS JAGUAR LOGO SPARKS GLOBAL OUTRAGE Virtual Design Offices, November 22, 2024 – Jaguar’s new logo has thrown the design community into a frenzy, sparking intense debates and disrupting productivity across the industry. What began as a routine rebranding announcement has turned into a viral conversation, with designers flooding social media and Slack channels with commentary, memes, and unsolicited redesigns. "It’s like the design world collectively decided their real job this week was critiquing Jaguar." said one creative director. "But we have an RFP response due Monday, so guess whose team is working this weekend." The impact has been significant. Agencies report delayed projects, freelancers have paused client work, and analysts estimate millions of dollars in lost productivity as designers focus on dissecting the visual impact of the new branding. Jaguar has declined to comment, but for now, the logo isn’t just a rebrand—it’s a cultural and economic event, leaving design deadlines in its wake.

I actually think this designer nailed it: https://www.instagram.com/reel/DCozYxNRrNU/?igsh=MWtrMzJiZ3VleGpiZQ==

C’mon! Let’s get to 100%! I’m very excited that Jaguar is getting into the fruit flavored pro biotic beverage category.

Getting close to the end of the road for this once iconic brand. British cars had a reputation for being difficult to maintain - I went through some of them in my early driving days - the strange carbs (Mini, MGB), the shock absorbers in a box that you had to take apart and rebuild (MGB) etc... When Ford bought Jaguar, I was naive enough to think that they would keep the character of the car and fix the parts issues (replace the bespoke parts with standard shocks etc.) but they instead turned them into Ford Taurus with a Jaguar logo - lost the character and sex appeal and created something that nobody could be passionate about. This just brings them closer to oblivion. Whoever came up with this idea should serve some serious jail time.

I think the logo was fine, but it could’ve been updated and still retained the look and feel of the past. In other words create a feeling of “up-to-date nostalgia” — building on the past to create something that appeals to the present. But if the executives believe this new logo will solve their quality issues, they need to be reminded of Bill Bernback’s quote—“Nothing kills a bad product faster than good advertising.” Unfortunately, their advertising now matches the quality of their product which is poor at best. In other words, these executives don’t know what they’re doing.

The use of upper- and lower-case fonts makes it appear misspelled. At the very least mis-branded. This logo does not speak to me with a sexy sleekness befitting their legacy. This logo might work for a weight loss drug or intimate apparel, but does not come anywhere near communicating power, speed, elegance, sophistication, luxury or command of the road. It's not even fresh enough to say meh. Perhaps if they were re-branding the Yugo of the 1980's...nah, I would still hate it.