Jaguar's new look: Modernity clash fuels public backlash
Jaguar's new logo and promotional campaign have sparked considerable controversy in recent days. To say the least, the changes have not been well-received by the public. An independent graphic designer decided to take matters into his own hands and proposed an alternative logo.
A few days ago, Jaguar announced it is completely cutting ties with its previous heritage. The brand is starting a new chapter focused on modernity and electromobility. This decision was accompanied by presenting a new logo that not everyone liked.
The response from internet users was not long in coming. Most of the comments on Jaguar's social media were decidedly critical, prompting an independent graphic designer to take matters into his own hands.
Allan Peters created an alternative logo that combines modernity with the brand's heritage. It's more of an evolution than a revolution. It must be said that Peters' proposal could be appealing. See for yourself:
Both the "cat" and the font used for the text are entirely new, yet they look familiar enough not to be mistaken for another brand. Unlike the smooth shapes proposed by Jaguar, they retain the "claw" for which the brand was known for years. It's a shame that this is nothing more than an alternative vision that will never come to fruition.
