Jaguar Changed its Logo, and Nobody is Happy

Jaguar’s new logo – and the associated new brand-image campaign – and look at the reactions it’s inspiring, almost none of which are positive. This is feeling like a logo disaster.

Jaguar making a radical and bold change is absolutely a good thing, don’t get me wrong. The brand has been stagnant for some time now, and in desperate need of some sort of reboot. Sure, they have a fantastic history and a legacy of truly iconic cars, but that doesn’t help them sell new cars, which I’m told carmakers enjoy doing. So the idea that Jaguar needs to make a dramatic change is something I absolutely agree with.

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