What did Jaguar do?! The re-brand.

Jaguar’s re-brand

Think Jaguar and I think fast sporty e-type, the villain’s getaway car, leather driving gloves and the gentleman’s club.  But no more, I’m out of date.

Jaguar have changed their branding.

Of course, as with any almost-institutional brand with loyal follows the reaction to a re-brand will almost always be, ‘this is horrible, what did you do?’.  That initial shock of change, the revulsion.

So why do it?

Looking at their new branding, it seems more familiar with handbags, jewellery, high end plastic, designer kettles, fashion… that kind of thing. And that G….  that’s not the Google G is it?  No, it is very slightly different (it has a shorter bar… I bet there was a meeting about that at one point).

But the point is, it’s not about fast cars and leather gloves anymore, it’s about EV and SUVs.  As Jaguar move towards EV the re-brand starts to make sense with their new target market.

Do I like it though?

The initial shock having past, what I think it is a little lacking for me is a little character (always got to have a little critique right?).  Perhaps just some very subtle weight change in the lines to hint back at the old one and give it a bit of uniqueness?  Maybe just a different angle here and there for a hint of a sporty past?

I do like the J and R being reflections of one another for balance and the lowercase speaks to that new EV friendlier face.  And I like that they still have the cat lcon, I think there might have been real uproar if that little fella was put down.

I don’t think I would have recommended using their JJ circle logo though - it feels too much on-the-nose fashion for me. It’s going to end up a print on a handbag or some clothing and we know it!