Jaguar

NT: “I can’t remember the last time a car brand made such a drastic visual change! Jaguar’s new look is impossible to ignore, as it seems to be sending shockwaves through many different industries. From what I’ve seen of the rebrand so far, I find myself somewhere between loving and hating Jaguar’s new look.

Here’s what I love:

• The Typeface – The simplicity and symmetry of the new typeface and wordmark are easy on the eye. The characteristics of the letters even remind me of attributes of an actual jaguar. The hook of the J is just like a jaguar’s tail (whether or not that’s intentional, it’s a visual connection for me!).
• The Color Palette – I enjoy the moodier colors the brand leverages, such as black, gold, and charcoal blues / grays. To me those colors naturally evoke an upscale, luxurious, and high-end appearance that I associate with Jaguar. The gold logo on black screams “luxury.” Call me old fashioned but it’s the color combo I would want on my $80,000 car!
• The Car Design – I find the look of the Jaguar Type 00 to be very aesthetically appealing. Right away, I made the connection that the elongated features of the car resemble the outstretched, jumping Jaguar logo icon. When the details of the car connect with the brand’s graphics and visuals, it makes the brand experience feel that much more cohesive.

Here’s what I hate:

• The Typeface – A futuristic looking, geometric sans serif feels like the obvious choice for a car brand that’s moving into an era of electric vehicles. I guess I would expect something a little less expected from the brand since their statements around the redesign are to “copy nothing” and “delete ordinary.”
• The Color Palette – The bolder colors, like Miami Pink, feel gaudy compared to the classic neutrals the brand leverages. Jaguar’s promo video featuring people dressed in nearly every color of the rainbow was disruptive, but it also fell short in feeling high-end.
• The Car Design – Is the new Jaguar Type 00 missing a moonroof? It’s hard to tell from the images, but if I can’t see out the top of my new EV it’s a no-go for me!”

DN: “Like the rest of the design world, I am a little baffled by Jaguar’s recent redesign. Launching with a teaser brand video, there was not a visual or even a mention of vehicles. Odd decision if you ask me! Without any context, it would be extremely easy to assume that it was the launch of a new fashion brand. The only thing I can think of is that they wanted to drum up a lot of free press with such a controversial redesign. There are tons of electric vehicles on the market now, so I could see it as a strategy.

Personally, I find the new wordmark boring and lacking any visual interest that would help it feel bespoke. However, it’s not like the previous wordmark was unique either – it felt typed out in a generic automotive-brand-looking font. This latest iteration is just channeling the 2024 version of a generically cool brand font! The only ownable asset they had was the icon/illustration of the jaguar and they have seemingly removed that, sprinkling it only into accents of the car design.

The car design is simple and clean, which is on trend with the design industry overall and certainly in alignment with the electric vehicle market. They were definitely going for a sleek design, but it’s so simple that it feels unfinished. So far, I have only seen pale blue and pink vehicles, which is an interesting choice (to say the least).

Obviously Jaguar is trying to evoke a fashionable future, but the quirky and bright visuals coupled with models in high fashion makeup, hair, and clothes, I can’t help but feel like their inspiration was Effie from the Hunger Games meets Lady Gaga. I’m interested in seeing how the brand evolves and grows, but for now I can’t say I am too impressed with the new direction Jaguar is driving.”

AA: “The Campaign/Launch: If the goal was to deliver something unexpected, then Jaguar certainly nailed it!

I really like the idea of Jaguar positioning their cars as pieces of art. It’s reminiscent of buying expensive art to display in your house (except you can drive this art!). While this approach is jarring and has stirred up some initial negative reactions, it has the potential to become iconic and memorable after some time passes. That said, I think launching with more context might have made it feel less shocking, like showcasing the car first or including it more prominently in the campaign video. All in all, this was a bold attempt to reposition the brand, and I think it could work if they stay confident in their rebrand decisions.

The Wordmark:
Personally, the wordmark feels a bit too “friendly” for a brand showcasing its “most powerful cars yet.” The soft, rounded edges of the geometric lettering seem somewhat disconnected from the bold, commanding presence typically associated with the cars and the brand. Adding more angular accents to the letterforms could help communicate a sense of power and durability, aligning better with the vehicles’ identity. All in all, the simplicity of the wordmark is well-suited for luxury branding and aligns with industry trends, but I think it could benefit from further refinement and rationale to truly capture the essence of the brand.”

Designers’ Ratings

Inspired by Under Consideration