Thoughts on Jaguar's New Leaping Logo?

Joey Jones says:

I like the logo. It has a very sleek and modern look to it. It was definitely time for an update.

March 14, 2012 11:53 AM #

Emil says:

The old logo had style, the new one looks like something one would find on G.I. Joe packaging.
What was the thought, I wonder – a dynamic font with pathetic gradient will make us look agile and cool? Looks like something crafted by a teenager.
Stop mucking about and build a decent car!    

March 14, 2012 11:56 AM #

Nate says:

To be honest, I thought the dark green "Jaguar" letters were classy. I agree with Emil, the silver looks fake and cheap.

March 15, 2012 01:11 AM #

James Good says:

We weren't overly keen on the new type. We think it's been Americanised... Or should that be Americanized?! Surely the quintessentially British heritage was it's meaningful differentiator in the US?

It also featured on our blog: www.jamesgood.co.uk/.../seem-familiar

March 15, 2012 02:21 AM #

David Ong-Yeoh says:

The new logo does nothing to evoke the brand heritage or values. It looks derivative, like something found on the packaging for a toy car or a look that a third world brand trying to appear futuristic.

March 15, 2012 02:50 AM #

Tim Beard says:

Classy it ain't! It looks as though it has been designed to appeal to a particular audience, not to reflect Jaguar's traditional brand.

It's a shame, but if it helps to keep the company going, then I guess it's a necessary evil. Just hope they don't lose their way too much with the cars.

March 15, 2012 04:10 AM #

giorgio bonifazi razzanti says:

Nice, but it seems to add nothing new and better to the brand essence.

March 15, 2012 04:40 AM #

Sheli Bowman says:

Font looks derivative of Lexus. From classy with heritage to crass with none.

March 15, 2012 05:00 AM #

Deane says:

What's with the Jaguar leaping in the wrong direction? I mean, we read 'Jaguar' from left to right, but the big cat is leaping from right to left. Jag's not the only company to do this sort of thing with a symbol and wording of course (Air New Zealand is another one), but I find it a bit jarring. Though I guess it's just me, because it just keeps happening.

March 15, 2012 05:15 AM #

Kevin T says:

I've already lost interest. Next.

March 15, 2012 08:16 AM #

Greg B says:

Another logo and type treatment that has been "focus grouped" to death. Where has the heritage and rich history of this company gone?

March 15, 2012 08:42 AM #

Jana Barclay says:

No brand can survive by living in the past. The new corporate identity speaks to a younger, more vibrant market. This logo appeals to a group of intelligent, young individuals who enjoy life and have an appreciation for the combination of power and comfort. These guys are the future and quite frankly - these guys are Alive and they identify with brands that embrace that.

Well done Jaguar - your brand has re-invented itself and truly is Alive.

March 15, 2012 09:26 AM #

Mike says:

Give people the opportunity to bitch about something, and they don't disappoint!  I think it looks good, and it's not event that different.  Certainly evolutionary, not revolutionary.  But what matters most, they're producing the best cars they ever have.

March 15, 2012 09:31 AM #

David W says:

Love the treatment of the jaguar -- just like it used to be on the cars, but the font! The fake gradient takes away from the animal and looks like it came straight out of the Lexus logo font family -- mmmmh feels like sports equipment (tennis rackets?). Sad to see the green go -- that was the heritage -- British Racing Green.

March 15, 2012 01:58 PM #

Zürich says:

The new treatment looks pretty pants. Long live design by committee.

March 16, 2012 09:21 AM #