Volkswagen’s logo redesign in 2019
BMW’s logo redesign in 2020
Instead, they’ve debuted EVs like the Mustang Mach E, the Lyriq, and the Ioniq 5. They all position these vehicles as paths to the future.
Mr. Colt:
The modern car market is crowded as hell. Luxury brands like Porsche and Tesla dominate mindshare, and electric upstarts are making disruption their personal brand. Jaguar was stuck in a lane of lukewarm association: luxury-ish, performance-ish, but ultimately not commanding enoughish to compete.
Hyundai built a splashy campaign around the Ioniq 5, but they didn’t do a rebrand. Instead, they built a cool-looking, retro-future EV that won numerous awards when it launched, including MotorTrend’s 2023 SUV of the Year.
We shall see what Jaguar unveils on December 2. The only teaser shot of the new vehicle concept does look interesting. But the conversation has already started on the wrong foot.
December 3, 2024
As expected, Jaguar unveiled their new car yesterday. Actually, it’s not a new car, but a new concept car called Type 00. If you know anything about concept cars, they are never what actually ships. By the time you add the required safety equipment, including side mirrors and bumpers, the final car a consumer will be able to purchase will look drastically different.
Putting aside the aesthetics of the car, the accompanying press release is full of pretension. Appropriate, I suppose, but feels very much like they’re pointing out how cool they are rather than letting the product speak for itself.
December 9, 2024
Brand New has weighed in with a review of the rebrand. Armin Vit ends up liking the work overall because it did what it set out to do—create conversation. However, his readers disagree. As of this writing, the votes are overwhelmingly negative while the comments are more mixed.
When tasked with creating an infographic about exotic car company ownership, what started as a simple timeline evolved into something much more ambitious. Through deep research into automotive history and exploration of various visualization techniques, I developed a detailed 24" x 36" radial timeline poster that tells the complex story of luxury automotive brands and their changing corporate parents over the past century.
Yesterday the design and advertising community was abuzz over the leaked presentation deck for the new Pepsi logo by the Arnell Group. Yes it is absolutely a work of pure horseshit. But, I was reminded of the decks that my colleagues and I create every day and how somebody's horseshit may be someone else's chocolate cake.
The design blog that connects the dots others miss. Written by Roger Wong.
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