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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. Itâs 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)