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

Better:
Revolut (though a fintech company named after a revolution lacking the charge at the end is still moronic in several ways)
airbnb (from awful to meh)
Spotify (same)
Worse:
Pinterest (original fit the platform and what it is/was pretty much perfectly. Current is meh)
eBay (both are bad IMO, but at least the original was bad in a playful and eye-catching way. The new one is just more meh
Burberry (the stag was notable and signalled a history of old-fashioned quality that's suitably rugged. The new one is meh AND insecure about people knowing which London they're from)
Rimova (yet another fashion brand apparently afraid of being noticed
DF (from one of the best and most fashion-appropriate logos to an absolute eyesore and kerning nightmare that invites vandalism)
Jaguar (From absolutely iconic and great in every way to even uglier than the new DF one. I hope whomever came up with that got both fired and beaten and I'm a pacifist.)
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
- DF gets points dedacted for missing the ü dots on both, looks absolutely stupid to a german speaker
- Spot on.
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 wonder how much correlation there is between logo blandification and being owned by giant corporations.
All these minimalist labels save .0005¢ every time they’re printed, probably even more on promo booths, banners, and the like.
- Aaaah then indeed that makes sense (and this is not ironic).
- I think it has more to do with being readable on small screens, like mobile phones. It still doesn't make sense to me to completely remove your logo and replace it with a sans serif name of your company like jaguar just did.
Spotify and EBay made the right choices here, the new logos are way better.
- It is subjective, I like the old eBay logo more, but dislike the old Airbnb one.
- Well, they certainly fin in better with all the others.
Slightly misleading without showing the color, only slightly though
What's the reasoning behind? Or just a trend?
- I think it's just a long-running trend across many different companies towards simplification. Here's the Apple logo for example:

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.
- The pouncing jaguar is so visually powerful
https://youtu.be/jAaxVuz0uKk

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~~ Inspector Gadget
- Austin Powers has style. Crazy 60s style but style.
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.
It’s not joguor?
- It might just be depending on how far away you are

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.

Hah don't worry, the existing brand is utterly fucked now. One of the worst, most unreliable and badly made cars on the market
- One of the worst, most unreliable and badly made cars on the market
  But enough about Tesla.
- It's still a prestige brand in the eyes of the masses. It might not be as good a brag down at the country club, but letting the plebs know that you can afford a car that costs more than their house still has value.
But who cares?
Sure, the idiots at jaguar are flushing their brand, but who cares?!? It's their shit pile to destroy, after all...
- It is more that there's a grift happening. What's the odds that theres a tenuous conflict of interest here with the various business and executives concerned? It's a small cub and everyone scratches each other backs.

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)

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

/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.

I would have guessed that was a Puma logo.
- Slazenger
- You're making that up.
You spell stoopid with three O"s. Maybe your the stoopid,
- Yeah that's pretty dummb
typeface (I think that’s the name?);
Logotype.

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

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'm sure they spent an unreasonable amount of time getting that ugly font look just right.
- It cost at last 50 million in a fancy name designer fees.

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.

JaGUar

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

You were supposed to remove the text...

Making their logo ugly is going woke?
- Woke just means bad now to the less mentally inclined it seems.
It's a shitty logo update, as is the case most of the time these days, but yeah it's not worth getting worked up about lmao
You'd probably get fewer of the lazy tldr downvotes if you put quotation marks around "gone woke" to distance yourself from it.

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

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

Could JOGUOR become the new KN?

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

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
- Yeah, it DOES look like shit, but tiger-less and safe shit

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.

Yeah, for a whole 2 hours, until everyone moves on to bitch about the next thing and then Jaguar are stuck with the shitty new logo no-one recognises for long after that.
- Why would no one recognize it? Hardly the first time they've changed their logo.
If only they sold stuff that the people talking about it could afford in the first place, maybe that'd boost their sales.
- First step is increasing brand recognition. No one will buy if they don't know you exist.

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.

I read this as joguar when I first scrolled by.

Tata cat.

Insiders might get it.

rimshot

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

What are they selling now 🙄

Cheap vapes and gucchi knock offs apparently.

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.