There is nothing wrong with updating the logo of a car company once in a while. At Volkswagen, we did it about once every twelve years, to the joy and enrichment of corporate design houses and makers of backlit signage. But did you ever notice that the Volkswagen logo changed? You are not supposed to. The holy grail of logo updating is doing it while the world remains oblivious and thinks it’s the old one.
Jaguar blew that bigtime, says the branding blog BRAND NEW. Boy, did that logo update ever get noticed.
“I have always liked the Jaguar logo, for no particular reason other than it’s well executed, seems well managed, and it’s never tried too hard. With this last version it is trying so hard to be cool and relevant it’s become annoying and, worse, noticeable. Not so much in the jaguar itself, or “Leaper”, which has always featured some kind of metal finishing, but in the typography. Whereas the previous wordmark looked like a luxury, fashion-line brand, the new one has lost all sophistication in exchange for an overly extended, industrial look that cheapens its appearance. It reminds me of the Dodge logo, which I don’t associate with hundred-thousand-dollar cars.”
And don’t get BRAND NEW going on Jaguar’s new print ads:
“The sample of print advertising I found does not help their cause either: I mean, seriously, a sonogram? They seem to have lost track of their audience or what a luxury brand should look and talk like.”
I mean, really, a sonogram? If that kind of a baby would appear on a sonogram, even a Rick Santorum would demand an immediate abortion.
BRAND NEW blames the branding atrocities on Jaguar’s in-house agency Spark44. That agency is so hot, it doesn’t even need a website. Or at least none that is accessible by prospective clients.