British car company Jaguar has launched its new logo. Currently, the ownership of this company is with Tata Motors and the company is soon working to make itself a completely luxury electric car company. Keeping this in mind, the company has shared its new branding image. But for this re-branding it is getting a lot of negative reaction from people on social platforms. Even Tesla founder Elon Musk has had fun with Jaguar’s new logo on ‘X’. In such a situation, has the company made the same mistake as PepsiCo did in the Tropicana Juice campaign? What is the full story of Jaguar’s new logo?
Jaguar had announced about two years ago that it would sell only electric vehicles completely from 2026. Now when the company is going to present a glimpse of its new car lineup at ‘Miami Art Week’ on December 2, it has introduced its new logo. The special thing about the new logo is that it is not in type font like the previous ones but is in a curved shape. Also, it has been written as JaGUar by combining English capital and small letters, which looks very seamless when read.
Earlier Jaguar’s logo looked like this
Elon Musk enjoyed Jaguar
A video has been released by Jaguar regarding the new branding. On this, Elon Musk, the owner of ‘X’ (formerly Twitter), has jokingly asked, “Do you sell cars?” Actually the video that has been launched looks like a promo of a fashion show. That’s why Elon Musk has asked this question. However, Jaguar has said that its new logo reflects its changed thinking.
Copy nothing. #Jaguar pic.twitter.com/BfVhc3l09B
Jaguar (@Jaguar) November 19, 2024
What does Jaguar’s new logo say?
If you try to understand the real meaning of Jaguar’s logo and its new video, you will find that it is quite inclusive. This becomes clear as it includes small and big English letters. These are in curve shape, which indicates a very soft attitude towards nature with the help of electric vehicles.
The company has changed the brand identity
Not only this, the video for this has been launched by the company. In that you will see the participation of men and women along with white and black people. The video also has the message of eradicating discrimination on the basis of LGBTQ+ or physical appearance such as being fat or thin. In this, people are shown wearing colorful clothes, which points towards inclusivity.
This is the new head of brand strategy at Jaguar. Not looking good for them at all. https://t.co/eeOXvpxeaJ pic.twitter.com/DbQkwRh8A2
— JIM BURGESS
(@HeyJimBurgess) November 19, 2024
In this changing world, efforts are being made to promote inclusivity and sustainability in most parts of the world. Jaguar has been successful in showing this with its new branding. This could just be a part of the company’s re-branding campaign. Still, this is one aspect of this entire campaign.
Did the company make the Tropicana mistake?
This rebranding of Jaguar is being linked to the mistake of rebranding PepsiCo’s Tropicana in 2009. Many times, the customers do not like the identity of a company and it becomes costly for the company. For example, in 2009, PepsiCo gave a new look to the pack of its famous juice brand Tropicana and also ran an ad campaign for it. The company spent 50 million dollars on this, but the customers did not like it and within 2 months the company’s sales fell by 20 percent. Then the company had to change its logo and pack design and make it old again.
When Tropicana changed its packs
In fact, in the company’s old packages, Tropicana was visible in the middle and instead of juice, an orange was made with a straw. In the new pack, the company removed the orange and showed the glass of juice and also placed its Tropicana logo on the side. Customers did not like this look.
