The Controversial Jaguar Logo Redesign: A Designer’s Attempt to "Fix" the Issue
The New Jaguar Logo: A Source of Controversy
By now, you’ve probably seen the new Jaguar logo as well as the controversial Jaguar Type 00 EV design concept. A large section of the public seems to have taken almost personal offence to both (whether they’re in the target market or not). So it’s perhaps not surprising that a designer’s attempt to "fix" the logo has gone viral.
The Viral Redesign
In fact, Allan Peters’ TikTok video has picked up more views and likes than much of Jaguar’s own social media content on its rebrand. But is it a better design? To recap, let’s take a look at the new Jaguar logo again.
The Original Logo: A Source of Criticism
There’s a lot of things that can be criticised about the new Jaguar logo. The wide kerning, the random uppercase ‘G’ in the middle of lowercase letters. These are hardly things unique to Jaguar, but with such a historic car brand, people seem to expect that the logo should be… historic. That is, that they should retain a nod to their legacy even if they aim to look more modern.
A New Design: A Different Approach
So, let’s take a look at Peter’s viral Jaguar logo redesign on TikTok:
@petersdesigncompany
♬ original sound – Allan Peters
Peters, who runs Peters Design Company, makes the same criticisms of the new Jaguar logo that we’ve heard from many. For his redesign, he turns to the one symbol that remains from Jaguar’s past, the South American big cat itself. He reworks the redesigned cat from the official logo to "fix the geometry" and also comes up with a new logotype with typography that he thinks fits Jaguar’s aim to communicate a forward-looking vision and its focus on electric vehicles while maintaining brand equity. And, of course, he ditches the new Miami pink brand and London Blue brand colours to return to the classic British racing green.
The Verdict
Given the vehemence of reactions to the Jaguar rebrand, it’s not surprising that Peter’s "fix" has gone down a storm on TikTok. The video has picked up close to 128K likes. In comparison, Jaguar’s own TikTok video on the Type 00 reveal received just 741 likes. It’s best-performing post on Instagram about the launch received 87K.
Conclusion
While Peter’s redesign has its merits, it’s not entirely convincing. The return to racing green, while a nod to the brand’s heritage, may not be the right direction for a brand looking to move forward. The logotype, while well-crafted, gives off Tesla or Skoda vibes, which may not be what Jaguar is aiming for with its bold new look.
FAQs
Q: Is the new Jaguar logo a success?
A: The jury is still out, as the reaction to the rebrand has been largely negative.
Q: What do designers think of the new logo?
A: Many designers, including Allan Peters, have criticized the new logo for its lack of heritage and poor typography.
Q: What is the purpose of the new logo?
A: The new logo is meant to signal Jaguar’s shift towards electric vehicles and its future-forward approach.
