No Surprise: Much of the Internet Has Strong Opinions About Jaguar's New Logo Design

by Chris Teague

Published: November 20th, 2024

Yesterday, we reported on Jaguar’s new logo, part of its effort to rebrand and reset after a tough few years. The video that accompanied the logo announcement raised eyebrows, as it didn’t seem to fit with Jag’s luxury image, and much of the internet is split between thinking it’s a great idea and wondering what the automaker’s marketing team is smoking. There are very few in the middle of that spectrum, but here are a handful of the most interesting responses on Threads.

Some of the more colorful responses include:

“I’ve seen a bit more of the Jaguar rebrand and I’m honestly wondering if they’re just punking us?” @robmeyerson

“At least we aren’t the people who designed the new Jaguar logo.” @jessicadlacy

“Is the Jaguar rebrand a hoax?” @typefacecreative

“Jaguar rebrand possibly the worst thing to happen on the planet in November 2024.” @davechensky

That last assessment is debatable, depending on which way you voted in the presidential election, but the overwhelming majority of commenters took a negative view of the logo. Regardless of public opinion, many people I know personally feel that the new design doesn’t fit a car company, much less one with ambitions to move up-market. My wife said the logo looks like it came from a perfume brand, while I thought it looked like a skincare company. Other answers included a sunscreen brand, a medical startup, and a clothing manufacturer.

[Images: Jaguar]

Become a TTAC insider. Get the latest news, features, TTAC takes, and everything else that gets to the truth about cars first by subscribing to our newsletter.

#Jaguar #jaguarlogo #threads #SocialMedia

Chris Teague

Chris grew up in, under, and around cars, but took the long way around to becoming an automotive writer. After a career in technology consulting and a trip through business school, Chris began writing about the automotive industry as a way to reconnect with his passion and get behind the wheel of a new car every week. He focuses on taking complex industry stories and making them digestible by any reader. Just don’t expect him to stay away from high-mileage Porsches.

More by Chris Teague

Comments

Join the conversation

4 of 87 comments

JMII on Nov 22, 2024
I have a new theory on this. They know the logo and branding is terrible. They also know that sales are in the gutter with no hope of recovery. So they found (actually hired) a scapegoat. This mess shifts the blame from their obviously crappy product and focuses things on the ill-fated make-over. I worked for a company that was going out of business due to poor decisions and their last gasp was (surprise!) a complete rebranding too. After watching the train wreck for the inside I came to the conclusion that the end game was just a well planned money laundering trick. As the company was crashing they channeled all remaining funds into a "marketing" company, then cried crocodile tears when the rebranding effort just wasn't good enough (wink wink). I our case the marketing company was owned by the same investment group that was betting big on the companies turnaround. This way they made sure to get every last drop of cash before bankruptcy which left the other creditors with only pennies on the dollar. Bottom line: Jag is doomed and this horror show is nothing but a distraction.

2 Reply
- See 1 previous
- 28-Cars-Later on Nov 22, 2024
  Excellent post.
  
  Like
- Slavuta on Nov 23, 2024
  "end game was just a well planned money laundering trick"... I am not new to this. Absolutely, there are people who would rather make big once on company liquidation than play a long game. They had this when after USSR manufacturing was privatized. Where is ZIL car/truck company? Workers used to get their share of the factory. Then some people came about and started to buy these shares from workers. Paying more than it worth. Eventually, all shares ended up in only few hands. And then what? You would think, these people are now owners of the manufacturing equipment and will try to produce and promote their product?? - oh no!! They are liquidators. They sell the equipment for foreign currency and what cannot be sold as equipment is sold as scrap metal to the bare walls. This is how grandiose country suffered destruction without a war.
  
  Like
Original Guy on Nov 22, 2024
As I think about this more, it occurs to me that China knows a little something about upscale consumer branding. I'm not the target for this (if I am they have real problems, I spent my money on front struts, and rear rotors, and a brake booster). The new leaper is kind of cool, the medallion will look good on merchandise/wearables, even the device mark isn't terrible in gold. Will be interesting to see the December 2 real-deal reveal.

Like Reply

Recent Comments

Peeryog Everytime I see one I am reminded of the current Santa Fe. And vice versa.
Original Guy I watched that Moscow parade thing. (With the Cyrillic captions because my Russian is a little rough.) I won't give the whole thing away, but it started off with a couple of dudes riding around in stupid useless convertibles, standing up like Hitler, who I'm pretty sure was an actual Nazi. They drove around in circles and kept stopping to ask if anyone had seen all the missing military equipment, and all the guys kept moaning back, that no, they hadn't, ask the next section of guys.They looked around for someone shorter and sicker-looking than Putin but they were unsuccessful so they let him speak.The North Korean military was there, I guess the invasion has begun. The North Korean guys were skinny but their rifles were nicely polished, I guess they have plenty of time on their hands between meals.Some of the Russian military guys carried little white flags, I assume they keep those handy in case they run across any U.S. Marines.
Marc J Rauch EBFlexing on ur mom - Ethanol is compatible with more types of rubber, plastic, and metal than gasoline and aromatics. This means that ethanol is less corrosive. The bottom line is that long before ethanol could have any damaging effect on any engine component, gasoline and aromatics would have already damaged the components. And the addition of ethanol doesn't exacerbate the problems caused by gasoline and aromatics; it actually helps mitigate them.
Original Guy Today I learned that a reverse brake bleeder (and a long borescope) can be helpful if you are autistic and don't have any friends and no one wants to work with you to bleed your brakes. Also it is quick, once you figure out the process.When Canada assembled my truck back in circa 1995, they apparently used a different clip to attach the brake pedal (and switch) to the brake booster than what is technically called for. It is tough to realize this when the spring steel clip flies off to who knows where. Of course I ordered the wrong clip trying to match the style that I saw buried up in the dash before it flew away. My truck now has the 'correct' clip, everyone can relax.I ordered some more brake fluid (DOT 3, nothing fancy) but it turns out I still have two fresh bottles (my shelves aren't empty, I just have too many shelves).Went to install my fancy new Optima YellowTop battery and it turns out I need a new side post terminal bolt. (Yet another order placed, bring on THE TARIFFS.) It would be a shame to strip out the threads on a nice new battery, no?Good news: The longer it takes me to get my truck started again, the more I save on fuel. 😁
Normie Weekends here would be a great time for everyone to join in praise of dog dish hubcaps on body-color matched steelies!