No Surprise: Much of the Internet Has Strong Opinions About Jaguar’s New Logo Design

Yesterday, we reported on Jaguar’s new logo, part of its effort to rebrand and reset after a tough few years. The video that accompanied the logo announcement raised eyebrows, as it didn’t seem to fit with Jag’s luxury image, and much of the internet is split between thinking it’s a great idea and wondering what the automaker’s marketing team is smoking. There are very few in the middle of that spectrum, but here are a handful of the most interesting responses on Threads.

Some of the more colorful responses include:

“I’ve seen a bit more of the Jaguar rebrand and I’m honestly wondering if they’re just punking us?” @robmeyerson

“At least we aren’t the people who designed the new Jaguar logo.” @jessicadlacy

“Is the Jaguar rebrand a hoax?” @typefacecreative

“Jaguar rebrand possibly the worst thing to happen on the planet in November 2024.” @davechensky

That last assessment is debatable, depending on which way you voted in the presidential election, but the overwhelming majority of commenters took a negative view of the logo. Regardless of public opinion, many people I know personally feel that the new design doesn’t fit a car company, much less one with ambitions to move up-market. My wife said the logo looks like it came from a perfume brand, while I thought it looked like a skincare company. Other answers included a sunscreen brand, a medical startup, and a clothing manufacturer.

[Images: Jaguar]

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