Daniel John is Design Editor at Creative Bloq. He reports on the worlds of design, branding and lifestyle tech, and has covered several industry events including Milan Design Week, OFFF Barcelona and Adobe Max in Los Angeles.
Car rebrands are always big news in design circles, particularly when they involve brand new logos. So when Jaguar yesterdaynot one, but three new designs, comprising a wordmark, monogram and tweaked version of its famous leaping animal, it certainly made a splash. And, as you might expect, the reactions have been strong with this one.
With a minimal wordmark featuring a mixture of upper and lowercase letters, and cyperpunk-esque marketing imagery, this isn't what people expected from the luxury sports car brand. While others are opting for a, Jaguar is leaning into 'modern'. And it's proving too much for many, with commentators across the whole of social media sharing their thoughts – including
Taste aside — from a purely strategic perspective, this brand marketing is disastrous for Jaguar.For context, Jaguar sales have been plummeting . It’s a crisis. Their #1 strategic imperative for comms and marketing should be to sell cars. So… https://t.co/5E59IleGVlTo get a quick sense of how customers are feeling about a brand, one only needs to take a look at its Reddit page. Currently, the Jaguar subreddit is awash with swipes at the 'glossy' new look.
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