Jaguar's new logo receives mixed review

Jonathon Ramsey — Sat, 10 Mar 2012 14:02:00 EST

Filed under: Marketing/Advertising, Jaguar, Design/Style, Luxury

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.

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Jaguar unveils new global brand direction with "Alive" commercial

Jonathon Ramsey — Tue, 28 Feb 2012 16:58:00 EST

Filed under: Marketing/Advertising, Videos, Jaguar

Jaguar's turnaround has taken its next public step with a new global brand direction and a marketing campaign called "Alive." The marketing will lock in on Jaguar's visceral connection with buyers, "positioning the brand as animate - seductive, emotional, unique, energetic and high-performance - while asking consumers, "How alive are you?"

It will be supported on television, in print, on the web and with events, and will attempt to explain to younger buyers not only why they should be considering a Jaguar, but what Jaguar means as a brand. The overhaul will even dig into the roots of the marque by making changes to both the Growler and the Leaper icons.

The campaign is meant to give people a reason "to own, not just buy" a Jaguar.

Jaguar Land Rover North America President Andy Goss says the campaign is meant to give people a reason "to own, not just buy" a Jaguar. Before Goss arrived last year from Porsche, he says the national, so-called "Tier One" advertising, was too "transactional," pushing lease deals instead of the brand message and experience.

Prior to that phase of Jaguar advertising, national ads by agency Euro RSCG could have been confused with women's fashion advertising.

"We need to create some blue sky between Jaguar and the Teutonic brands," says Goss. The new effort is the coming out party for ad agency Spark 44, a new ad shop formed specifically to handle Jaguar advertising globally with offices in London, Germany, China and the U.S. Jaguar Land Rover, a division of Indian company Tata Motors, owns a stake in Spark 44.

Besides airing on TV, the campaign will run heavily on the Internet, and in magazine ads starting in April. The same ads are going to be adapted for different countries and languages around the world. Jaguar is also driving up its social media presence, now with over 500,000 Facebook followers, with 70,000 of those coming last November alone. The company is also running driving events in 20 cities this year through which it intends to put 20,000 keesters in Jaguar driver seats.

There's a press release with details on the initiative and the rollout after the jump, as well as the first commercial that will hit airwaves in March.

Continue reading Jaguar unveils new global brand direction with "Alive" commercial

Jaguar unveils new global brand direction with "Alive" commercial originally appeared on Autoblog on Tue, 28 Feb 2012 16:58:00 EST. Please see our terms for use of feeds.

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