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
- It should be those puprple and yellows of Corporate Memphis
The younger generation barely reads let alone reads cursive. This is next generation marketing you aren't the audience I imagine.
- Even if that's what's going on (or at least that assumption on the part of the design team is what's going on), this is shit. You know what requires even less reading than script OR basic print? THE FUCKING PICTURE OF THE FUCKING JUNGLE CAT.
- That's what it is, isn't it. Retirement in their design department, new hires and this is a Millenial message marketing to Gen Zers (and Alphas too, automotive preference starts early)
https://youtu.be/jAaxVuz0uKk

Top looks like it belongs on a nice sports car.

Bottom looks like you can find it on a new Multipla.

That font is awful. The G looks completely unrelated to any of the other letters.
- The G looks completely unrelated to any of the other letters.
  
  I see this, since half of the letters appear to be uppercase, and the other half lowercase:
  
  JaGUar
Bottom text looks like it belongs on some short-lived product for flavoring water or a gas station energy drink.
No, the Multipla deserves better.

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.
- 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

>New logo is soulless slop

Every single company

My favorite shit logo redesign is

KИ

I can't believe anyone thought that was a good logo...
Makes it easier to forget them and not being able to keep them apart. That's really great for us. Less ads in our brains.
the secret is that all logos are soulless slop. you just become attached to the old ones due to familiarity. when that familiarity is removed, you see it for what it really is.
- Some have more visual distinctiveness than this new minimalist shit

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)

spoiler

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.

It looks like an off brand sportswear shirt you'd find on an African market.

JaGUar

/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.
typeface (I think that’s the name?);

Logotype.
You spell stoopid with three O"s. Maybe your the stoopid,
- Yeah that's pretty dummb

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.

You were supposed to remove the text...

What's this?
- What's this?
  
  There's color everywhere

Their logo doesn't have a jaguar and their car commercial doesn't have any cars. Fuck it, whatever

Soon there will be no color, no originality.

Just a single font to use everything will be homogeneous and consolidated. Minimal, inoffensive and focused grouped to appeal to everyone and also no one.

Movies, music, games, brands.

JaGUar

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.

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

JOGUOR

Could JOGUOR become the new KN?

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

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

JaGUar

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

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.

They kindly did the needful with the logo.

oversimplifying logoes and stuff makes me rage, especially this

Just buy an old style one and replace the new one with it if you just have to have a jag

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.

I prefer the new font but dislike the removal of the jaguar logo.

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.

People are up in arms, apparently, because Jaguar have gone woke. These same people have too much time on their hands if they're irked about a brand change. Edit: I don't think they're woke. That's a stupid word and only twats are annoyed. It's not just the logo annoying idiots. It's this:

https://youtu.be/rLtFIrqhfng?si=fSZWsbqDzR42zjdd

Why on earth am I getting downvoted for providing additional context? This is like Reddit.

Making their logo ugly is going woke?
- Woke just means bad now to the less mentally inclined it seems.
- Check out their new ad. They've gone all electric and have an ad full of androgynous / gender ambiguous folks, and say they're aiming for a brand new market. The gammons are having a hissy fit.
  
  https://youtu.be/rLtFIrqhfng?si=fSZWsbqDzR42zjdd
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.
- I wagered people might have the attention span to read to the end of the comment, or they would know what 'apparently' means.