Along with its new marketing and ad campaigns Jaguar's done a number on its logo: both the Leaper and the typeface have been reworked. The icon gets a metallic fill and shadow, the type gets wider and shorter, while its metallic look mimics the jewelry on vehicles like the XJ.

Jaguar said that "[the] dramatic alteration, including significant changes to the brand symbols of the 'leaper' and 'growler,' is the most extensive change Jaguar has made to its visual identification in 40 years."

But to us, one of the most interesting things about the the new logo is that it isn't exactly new: Jaguar had the practically the same transformation to its logo applied in 2002. Follow the jump to compare the differences and have a look at some of the print ad examples in the high-res gallery.

Which Jaguar logo do you like better?
The new one1 (25.0%)
The one from 20021 (25.0%)
The old one from before 20021 (25.0%)
Who cares, logos don't affect what I buy1 (25.0%)


In 2002 when Jaguar was under Ford ownership, Ford sought to revamp both its and Jaguar's logos. It chose a firm called The Partners to freshen the designs, and the result added a metallic burnish to the standard form of the Jaguar logo that had been in use for decades. The middle example below is from The Partners, the last is the new take from Spark 44:



Lined up like this, the new logo looks less like "the most extensive change Jaguar has made to its visual identification in 40 years" and more like an evolution of what was done ten years ago. And there's nothing wrong with that; we just wonder why that middle logo seems to have been ignored even though it's been in use since it was created.

The brand new logo appears to be speaking to the badging on the company's cars, like the XJ, which is the kind of cohesion one would expect from a rebranding exercise. It takes a while for these things to supplant their antecedents and take hold, but this is all part of the new appeal Jaguar is making to attract "nontraditional buyers with a broader mindset." How effective will it be is the question that remains to be answered.