• Viking_Hippie@lemmy.world
      54·
      12 days ago

      Better:

      • Revolut (though a fintech company named after a revolution lacking the charge at the end is still moronic in several ways)
      • airbnb (from awful to meh)
      • Spotify (same)

      Worse:

      • Pinterest (original fit the platform and what it is/was pretty much perfectly. Current is meh)
      • eBay (both are bad IMO, but at least the original was bad in a playful and eye-catching way. The new one is just more meh
      • Burberry (the stag was notable and signalled a history of old-fashioned quality that’s suitably rugged. The new one is meh AND insecure about people knowing which London they’re from)
      • Rimova (yet another fashion brand apparently afraid of being noticed
      • DF (from one of the best and most fashion-appropriate logos to an absolute eyesore and kerning nightmare that invites vandalism)
      • Jaguar (From absolutely iconic and great in every way to even uglier than the new DF one. I hope whomever came up with that got both fired and beaten and I’m a pacifist.)

      The rest just go from meh to slightly different meh 🤷

    • Electric@lemmy.world
      40·
      12 days ago

      Those old fashion logos are actually sick. Concerning that an industry that sells style would make these their logos.

        • RememberTheApollo_@lemmy.world
          3·
          11 days ago

          Oh, I wasn’t being entirely serious, though there is an element of truth to it. It probably is a measurable cost savings over the scale of the business.

          I still think these unremarkable corporate logos are boring AF. Just makes them visually soulless along with just being corporate soulless.

          • BrowseMan@sh.itjust.works
            1·
            11 days ago

            I completly agree these logos are boring. The brand lost so much character and flare.

            However I totally see “cost less” as one of the reason why these changes were pushed (especially for clothing brands).

      • Rinox@feddit.it
        2·
        11 days ago

        I think it has more to do with being readable on small screens, like mobile phones. It still doesn’t make sense to me to completely remove your logo and replace it with a sans serif name of your company like jaguar just did.

        • Hackworth@lemmy.worldEnglish
          2·
          11 days ago

          All the companies are gonna merge over the next decade or so, leaving a handful of megacorporations to lord over our cyberpunk dystopia. It’s just easier if all their logos already look the same.

      • m_f@midwest.social
        4·
        11 days ago

        I think it’s just a long-running trend across many different companies towards simplification. Here’s the Apple logo for example:

        • drathvedro@lemm.ee
          4·
          11 days ago

          Gotta say, the original Newton logo would’ve looked sick if engraved on the back of a product. Too bad nobody has ever done it.

        • selokichtli@lemmy.ml
          2·
          11 days ago

          I don’t see it. In this case, I see basically the same since 1977, or being strict, 1998. Unless they go for just " A P P L E " next. It’s, in my view, a big step to abandon a graphic for letters.

  • mister_flibble@lemm.ee
    71·
    12 days ago

    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.

    • droporain@lemmynsfw.com
      93·
      12 days ago

      The younger generation barely reads let alone reads cursive. This is next generation marketing you aren’t the audience I imagine.

      • mister_flibble@lemm.ee
        3·
        11 days ago

        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.

      • Asidonhopo@lemmy.worldEnglish
        11·
        12 days ago

        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)

  • FauxPseudo @lemmy.world
    58·
    12 days ago

    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.

    • nepenthes@lemmy.worldEnglish
      151·
      12 days ago

      It doesn’t say “car” at all either; no elegance or prestige. The old logo was sexy. New one looks like a logo for bottled water or something.

      Edit: it’s like going from James Bond to Austin Powers.

        • nepenthes@lemmy.worldEnglish
          5·
          12 days ago

          Ya, I wanted to use a bland spy but there aren’t any-- I was going to use the Spy vs Spy guys because they are the most generic-looking, but ultimately I kept Powers because while he is stylish and fun, he is also really immature and the logo looks immature to me.

    • Asidonhopo@lemmy.worldEnglish
      12·
      12 days ago

      I think they want people to focus on the “agua” and the j and r are just little accents on it like its word art rather than a logo. Like, I literally picture the marketing weirdos at the meeting going off like this.

      • FauxPseudo @lemmy.world
        101·
        12 days ago

        The “a” is the worst part for me. You can’t see those little stubbs at a distance. So it reads JoGuor at a distance. They didn’t just fail to create a good logo, they failed to preserve the name. One bit of advice I always give is “imagine this logo on the back of a golf card or a Pride brochure. If the logo isn’t crisp and readable in black and white in a 1/2 inch square then it sucks.” This design fails that test. Not just because of the messed up “a” but the wide spacing makes those unreadable "a"s even smaller than if the letters weren’t so widely spaced.

    • Zacryon@feddit.org
      7·
      11 days ago

      Makes it easier to forget them and not being able to keep them apart. That’s really great for us. Less ads in our brains.

    • _NoName_@lemmy.ml
      21·
      11 days ago

      the secret is that all logos are soulless slop. you just become attached to the old ones due to familiarity. when that familiarity is removed, you see it for what it really is.

  • deadbeef79000@lemmy.nz
    36·
    12 days ago

    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.

    • Mr_Blott@feddit.uk
      61·
      12 days ago

      Hah don’t worry, the existing brand is utterly fucked now. One of the worst, most unreliable and badly made cars on the market

        • FozzyOsbourne@lemm.ee
          41·
          11 days ago

          Everyone circlejerks about this online but every IRL owner I’ve actually spoken to say it’s the best car they’ve ever owned.

          • Viking_Hippie@lemmy.world
            4·
            11 days ago

            Yeah, because who wouldn’t want to drive a car from a company whose quality control policy is “don’t” that does welding like this?

            And fit things together this well

            It may be quick and pretty to look at if you don’t inspect it closely, but it has the price tag of a brand new Aston Martin and the build quality of an 80s Yugo.

          • wieson@feddit.org
            2·
            11 days ago

            So, I’ve never owned one, but did a test ride on a con. It was the most plasticy, janky mess I ever sat in. Ok, a Hummer I once sat in was maybe equally bad.

            Every surface your hand could touch wasn’t fastened properly and moved in ways it shouldn’t. The door handles wiggled about. The touch screen replacing the middle console - absolute nightmare. The swinging door got stuck halfway.

            You could say, all of this is the interior and not the engine. But it’s what the user interacts with. If I can’t trust the manufacturer from my experience with the door handle, I’ll have a hard time trusting them about the brakes.

            • FozzyOsbourne@lemm.ee
              2·
              10 days ago

              Blimey, maybe their production quality varies based on which factory it was built in (or Euro NCAP have better quality control regs), the one I’ve been in was lovely!

      • deadbeef79000@lemmy.nz
        2·
        12 days ago

        It’s still a prestige brand in the eyes of the masses. It might not be as good a brag down at the country club, but letting the plebs know that you can afford a car that costs more than their house still has value.

        • curbstickle@lemmy.dbzer0.com
          3·
          12 days ago

          It might not be as good a brag down at the country club

          That depends on if you’re buying new or you have a classic roadster.

        • GiveMemes@jlai.lu
          1·
          12 days ago

          A starting price jaguar f-pace ev is about the same price as a Ford explorer, jsyk.

    • flambonkscious@sh.itjust.worksEnglish
      4·
      12 days ago

      But who cares?

      Sure, the idiots at jaguar are flushing their brand, but who cares?!? It’s their shit pile to destroy, after all…

      • deadbeef79000@lemmy.nz
        3·
        12 days ago

        It is more that there’s a grift happening. What’s the odds that theres a tenuous conflict of interest here with the various business and executives concerned? It’s a small cub and everyone scratches each other backs.

  • max_dryzen@mander.xyz
    26·
    12 days ago

    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)

    spoiler

  • Aksamit@slrpnk.net
    25·
    11 days ago

    Wow, they really took their logo from sexy, fast and expensive looking, to looking like an over priced soft drink?

    That’s impressive, haha.

  • thatKamGuy@sh.itjust.works
    241·
    11 days ago

    /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.