Jaguar released images of its new logo today and, like so many other new things, it will take some time to become easy on the eyes.
The most significant change is the return to the "sculpted" leaper. Jaguar abandoned the raised, three dimensional cat back in 2002 in favor of the line-drawn version seen here on the left. Ten years later, its back along with a type font that eliminates the dark green color and dropped "J".
Change just for change sake... I think that mostly the dropped J was the most significant part of the logo. Do I HAVE to change???
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