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Jaguar's new logo receives mixed review

by Jonathon Ramsey (RSS feed) on Mar 10th, 2012 at 2:02PM

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:... Read More

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