Logo design is a deceptively complex task. It demands the distillation of an entire brand’s essence into a single, instantly recognizable, and universally appealing visual. When a logo misses the mark, the misstep is immediately and intuitively felt. Jaguar’s recent logo redesign and accompanying brand image campaign serve as a stark example, eliciting overwhelmingly negative reactions and sparking debate about whether this marks a logo disaster.
Jaguar’s ambition to enact a radical and bold change is, in principle, commendable. The brand, while steeped in a rich history and celebrated for iconic vehicles, has arguably faced a period of stagnation. A brand reboot is a necessary step to invigorate sales and resonate with contemporary consumers. The notion that Jaguar needed a dramatic shift is undeniably valid.
However, the execution of this change, particularly the new logo, raises serious questions about its effectiveness and alignment with Jaguar’s prestigious heritage and future aspirations. Let’s delve into the specifics, starting with the redesigned logo itself.
The new Jaguar logo presents a significant departure from its predecessor.
At a fundamental design level, the logo isn’t inherently flawed. The rounded typography exudes a friendly and clean aesthetic. The mixed-case lettering injects a playful, approachable quality, even hinting at a 1970s retro vibe. This design might be perfectly suited for a brand specializing in consumer electronics or perhaps a trendy frozen yogurt franchise.
However, the crucial question arises: Is this design appropriate for a car manufacturer, and more specifically, for Jaguar? The answer, unequivocally, leans towards no.
The previous Jaguar logo, while needing modernization, possessed a distinct character. The typography felt dated, and the iconic “leaper” – the leaping jaguar emblem – was arguably too intricate for optimal logo functionality. An update was indeed warranted.
Yet, the chosen redesign seems profoundly misaligned with Jaguar’s brand identity. While not graphically inept, the “device mark,” as Jaguar terms its wordmark logo, evokes associations that are incongruous with a luxury car brand aspiring to compete with Rolls-Royce, Mercedes-Benz, and Bentley. The visual language of a brand’s logo communicates volumes, and in this case, it appears to be conveying the wrong message.
Consider the visual parallels between the new Jaguar logo and these established brands:
The comparisons are telling. Nintendo Labo, a line of interactive toys; Dune, a science fiction movie franchise; and Bloomingdale’s, a department store chain. None of these brands inherently project the image of premium vehicles, electric or otherwise. The visual vocabulary of these logos resides in a different brand universe, far removed from the expected aesthetic of luxury automotive marques.
A critical omission in the new logo is the iconic leaping jaguar. Why eliminate the feline emblem, arguably the most recognizable and distinctive element of the Jaguar brand? While the new brand identity retains the leaper as a “makers mark” against a striped “strikethrough” background, its relegation to a secondary element diminishes its impact.
This “makers mark” and a monogram-like emblem also introduced in the redesign, while not inherently poor designs, fail to capture the essence of Jaguar.
Even acknowledging Jaguar’s desire to redefine its image, the new logo feels like a step in the wrong direction. A rudimentary five-minute design exercise can illustrate the potential for a logo that better balances modernity with Jaguar’s established identity.
A quick sketch, while not polished, can demonstrate how to retain a sense of “Jaguar-ness” while embracing contemporary design principles. Incorporating a more angular version of the leaping jaguar could further enhance this concept.
Beyond the logo, the broader brand identity campaign, as showcased in Jaguar’s promotional video, also warrants scrutiny. The campaign features a cast of unconventional models in bold, colorful attire, set against monochromatic backdrops.
The campaign’s tagline, “copy nothing,” ironically clashes with its derivative aesthetic. This visual approach, characterized by bold couture and saturated colors, is far from groundbreaking. It has become a commonplace tactic for brands seeking to project an image of edginess and daring.
A simple reverse image search reveals the pervasive nature of this aesthetic. Analyzing an image from the Jaguar campaign alongside other examples reveals striking similarities:
Numerous examples predate Jaguar’s campaign by two decades or more, demonstrating that this visual language is far from novel. The ruffles, color palettes, styling, and overall expressions have been extensively explored, making Jaguar’s “bold” campaign feel surprisingly unoriginal.
Even specific elements within the campaign echo past precedents. The image of a model wielding a sledgehammer bears a resemblance to a famous Apple advertisement from 1984.
The fundamental issue with Jaguar’s new brand identity is its desperate attempt to appear shocking and innovative, while ultimately falling into well-trodden territory. The campaign’s perceived boldness feels manufactured and inauthentic.
While artful and unconventional visuals can effectively promote cars, as Citroën demonstrated decades ago, Jaguar’s campaign lacks genuine appeal.
There is an absence of joy and fun in Jaguar’s new brand image. Instead, it adopts a confrontational stance against an undefined notion of conformity, all delivered with an excessive self-seriousness that feels alienating.
Consider the archetype of the campaign’s personality:
This persona projects an air of smugness and elitism, amplified by the campaign’s overall tone. While a degree of exclusivity is inherent to the Jaguar brand, the campaign exaggerates this aspect to the point of alienating potential customers.
While the redesign has undoubtedly generated discussion around Jaguar, the nature of the conversation is overwhelmingly critical. Many express reservations about the direction the brand is taking.
Jaguar undeniably needs a revitalized brand identity. However, the current iteration appears to be a misstep. A course correction, a “do-over,” might be in Jaguar’s best interest. The opportunity to refine the logo and brand identity to better reflect Jaguar’s heritage and future aspirations remains open.
