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.

Top looks like it belongs on a nice sports car.

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

>New logo is soulless slop

Every single company

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.

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)

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.

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

/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 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

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

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.

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.

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

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

You were supposed to remove the text...

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".

Awh hell nah, no more JAAAAAAAAAAG :(

JOGUOR

JaGUar

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

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

JaGUar

They kindly did the needful with the logo.

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

oversimplifying logoes and stuff makes me rage, especially this

I too am something of a joguar

I read this as joguar when I first scrolled by.

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

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

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

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.

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

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