[the.dogfather]

The font and lower and upper case combination makes it look quite childish, would have been acceptable for the banner for a tech start-up with products for entertainment but I feel it lacks the seriousness and attention to detail a big luxury car brand logo should have.

The logo usually signifies a brand philosophy and while this is said to follow the "Copy Nothing" ethos which roots back to its founder Sir Willam Lyons, the originality, and distinct statement that they are trying to make can be done better with product design rather than a logo design.

[rjtourer]

https://youtu.be/fyRKNrTyQos?si=ZqqgI229tqmltaMz

I watched this video in the morning and was wondering if Jaguar have shot themselves in the foot.

[timuseravan]

Originally Posted by SunnyBoi

New Logo reminds me of Jaquar, the company that makes bathroom fittings

Absolutely the first thing which came to my mind.

How did Tata ever allow this "branding" exercise?

[zeus18]

Maybe Jaguar wants to catch the imagination of nouveau riche like the social media influencers and startup founders, and not the traditional business class who are entrenched in the German big three and Lexus.

[PrasunBannerjee]

Looks less like a mighty car company with a solid character, and more like an app or a software company based in Bangalore or Pune. Sigh. Lost the character same way their cars have.

[blogslogger]

Jaguar was once associated with Bond villains. Slightly sinister and just on the wrong side of the law. How did the brand change from that to this?

[Dippy]

As a Jaguar lover from childhood it pains me to see the direction Jaguar is going in. I literally went What!!!! when I saw the new logo. By all means having EVs in your portfolio is good but this is beyond me.

The roaring V8 and V12s powering all those iconic cars, the XJS, XJ, the E-Type, The XK RS and so on. The marque had a soul which even the Germans didnt have in my opinion. The Jaguar XK RS is in my top 5 of best cars I have ever driven. The XJ had a certain opulence that even the S-Class lacked.

And the Leaping Cat logo. It just had a different aura around it. Now its all gone.

With this logo that I see, Jaguar just went from Leaping Cat to Hello Kitty.

Sad.

[prajwalmr62]

When all companies are going for sharper curves and finer edges, Jaguar suddenly thinks this is cool? Can't wait for them to butcher Land Rover next.

[V.Narayan]

Originally Posted by saikishor

The video looks like some LGBTQ awareness video. That said, the "Jaguar" logo in those letters in that monotone wood color looks pretty good. But curious to see what products they come up with.

+1 Touche'. The product's image is of manliness, power, acceleration, luxury racing car, driving class and the advertisement/video indicates their PR dept does not know the customer or what he/she prize in the product. Reminds me of the Budweiser advert featuring Dylan Mulvaney. This is what happens when ideology overtakes marketing common sense.

The new font looks like the non-cursive handwriting of an 8 year old.

From the roar of a panther to the meow of kitty cat.

[omranga98]

From leaping cat to a logo that looks like it's from a cafe that would serve you almond milk coffee.

[sumeethaldankar]

Jaguar is owned by Tata. Don't they have any say in this, or do they just let the company run things on its own? Jaguar stood for something masculine, and now this logo seems like they want to produce what? TikTok videos? I read somewhere that Elon Musk asked them, "Do you sell cars?" I mean, what is Tata doing here?

[newenergy]

Originally Posted by rjtourer

https://Youtu.be/fyRKNrTyQos?si=ZqqgI229tqmltaMz

I watched this video in the morning and was wondering if Jaguar have shot themselves in the foot.

Whoever designed this should know Jaguar is a car brand, not a fashion label. A downgrade IMO.

[VIN No]

Originally Posted by the.dogfather

The font and lower and upper case combination makes it look quite childish, would have been acceptable for the banner for a tech start-up with products for entertainment but I feel it lacks the seriousness and attention to detail a big luxury car brand logo should have.

+1 IMO brands need to stop moving towards this monotony, at least the badges added some uniqueness to a car

[DicKy]

Taken from Sirish Chandran's instagram account.

Shows the old and new ones side by side.

[Bhuvan]

The cringe from this broke the monotony of my work day, couldn't watch the entire ad. I distinctly remember the first time I saw the leaping Jaguar logo on a dark green shade.

Just for nostalgia, not so long ago, Jaguar poking Mercedes:

https://youtu.be/FAGOcyvBap0