I would have failed every design class I took in college if I submitted that. Why such wide kerning? Why lower case but upper G? Why so round? Why so completely unreadable at a distance because of micro serifs? There isn't one good design element in this.
It doesn't say "car" at all either; no elegance or prestige. The old logo was sexy. New one looks like a logo for bottled water or something.
Edit: it's like going from James Bond to Austin Powers.
I think they want people to focus on the "agua" and the j and r are just little accents on it like its word art rather than a logo. Like, I literally picture the marketing weirdos at the meeting going off like this.
The "a" is the worst part for me. You can't see those little stubbs at a distance. So it reads JoGuor at a distance. They didn't just fail to create a good logo, they failed to preserve the name. One bit of advice I always give is "imagine this logo on the back of a golf card or a Pride brochure. If the logo isn't crisp and readable in black and white in a 1/2 inch square then it sucks." This design fails that test. Not just because of the messed up "a" but the wide spacing makes those unreadable "a"s even smaller than if the letters weren't so widely spaced.
Better:
Worse:
The rest just go from meh to slightly different meh 🤷
I liked the old aibnb one.
Microsoft went from "boring with a bit of attitude" to just plain boring
Those old fashion logos are actually sick. Concerning that an industry that sells style would make these their logos.
Except eBay, that was always trash.
I fucking hate this minimalist design trend more than it is probably reasonable to hate an aesthetic. It's got the personality of unfinished drywall.
Honestly I think unfinished drywall has more personality. It’s utilitarian and rough around the edges, without the shiny surface veneer.
That new Jaguar logo is like somebody took a beautiful old house full of exposed brick and wood work and put a coating of white paint over everything.
"We're a tech company now!" logo
Jaguaren't
A design consultant probably sent Jaguar a six-figure bill for this new logo, you know.
The font is ugly.
/uj Technically this is their new logo:
J a G U a r is just their new typeface (I think that’s the name?); and apparently/allegedly is to make the pronunciation closer to UK English, rather than American.
Either way, though - it’s still..
/j
..pReTtY fArKiN’ sToOoPiD.
Wow, they really took their logo from sexy, fast and expensive looking, to looking like an over priced soft drink?
That's impressive, haha.
It looks like an off brand sportswear shirt you'd find on an African market.
JaGUar
GUys I'm from ~~2040~~ 2035, here's Microsoft's logo
MS corporate comms army did a sik job getting across those inscrutable monolith vibes, I bet when it launched they all clapped (even though clapping is in performance reviews)
BONUS: heres Amazon, Faceberg and Nvideo too (yay diversity)
spoiler
They went from luxury car company to mediocre smartphone brand
Somewhere in Jaguar HQ, a marketing firm convinced the CxO suite that the most pressing problem facing the company was that the logo was wrong. So, in the interests of the shareholders they write off the goodwill value of the existing brand and dump millions of euro into this.
That looks like marketing, let their six-year-old design the logo. Half the letters or lowercase and half are uppercase.
Their logo doesn't have a jaguar and their car commercial doesn't have any cars. Fuck it, whatever
Awh hell nah, no more JAAAAAAAAAAG :(
It takes a heroic amount of cocaine to make something so devoid of taste and see it through.
I love how the new logo could be literally done in less than a minute on fucking microsoft office. They didn't even bother with a cool looking font, just generic curvy shit
I hate these new logos these corporations make, the old jaguar logo looked like power the new one looks like some weird startup.
oversimplifying logoes and stuff makes me rage, especially this
They're trying to impress investors with 'serious' design, not stand out with a unique one
Nothing says "serious" like mixing upper and lower case letters yet keeping them all the same height, so it looks like a third grader wrote it
I dont understand modern logos principles. How tf is that recognizable. Also animals are fun. Stop getting rid of animals from icons.
You were supposed to remove the text...
Skoda have done something similar with their latest offering. No Skoda badge, no radiator grill. Just SKODA in a boring font.
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