You know what, fuck you [un-Jags uar icon]

"We're a tech company now!" logo

Some good discussion about this trend on HN:

https://news.ycombinator.com/item?id=32040506

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.

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.

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.

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)

/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.

It takes a heroic amount of cocaine to make something so devoid of taste and see it through.

Wow, they really took their logo from sexy, fast and expensive looking, to looking like an over priced soft drink?

That's impressive, haha.

JaGUar

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

They went from luxury car company to mediocre smartphone brand

The font is ugly.

Jaguaren't

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...

A design consultant probably sent Jaguar a six-figure bill for this new logo, you know.

That looks like marketing, let their six-year-old design the logo. Half the letters or lowercase and half are uppercase.

JaGUar

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 :(

I hate these new logos these corporations make, the old jaguar logo looked like power the new one looks like some weird startup.

I too am something of a joguar

JOGUOR

Changing things for sake of changing things. Like Microsoft with every moronic "update".

They're trying to impress investors with 'serious' design, not stand out with a unique one

They kindly did the needful with the logo.

JaGUar

You're all making fun of it but this new style did exactly what it intended to do. Everyone is talking about them now.

oversimplifying logoes and stuff makes me rage, especially this

Skoda have done something similar with their latest offering. No Skoda badge, no radiator grill. Just SKODA in a boring font.

They probably paid 10 million for that and a 12 year old could have made it.

I read this as joguar when I first scrolled by.

Tata cat.

Insiders might get it.

What are they selling now 🙄

If I wanted to give it a bold facelift I'd just use the top one and remove the letters. Gives it an arrogant, "if you have to ask what this is..." vibe, which is probably a good thing for them.