{"id":1084,"date":"2024-12-04T12:32:00","date_gmt":"2024-12-04T12:32:00","guid":{"rendered":"https:\/\/sachadjordjevic.com\/?p=1084"},"modified":"2025-02-05T12:38:11","modified_gmt":"2025-02-05T12:38:11","slug":"copy-everything","status":"publish","type":"post","link":"https:\/\/sachadjordjevic.com\/index.php\/2024\/12\/04\/copy-everything\/","title":{"rendered":"Copy Everything"},"content":{"rendered":"\n

Not So Jaguarilicious<\/h3>\n\n\n\n
\n\n\n\n

<\/a><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Who doesn\u2019t like the new Jag car rebrand & concepts? Seems everyone. But is this really a lash-out of the anti-woke going against anything new and interesting happening in the world?<\/p>\n\n\n\n

Well, let\u2019s do an honest dress down from a pure designers perspective. I care very little about the window dressing when it comes to design, which is what those ads are. I care even less about the \u201cattitude\u201d or the \u201cpolitics\u201d involved in sales.<\/p>\n\n\n\n

In all seriousness \u2014 if the LGBTQ+ identity politics activists are OK with companies around the world appropriating their cause to boost their sales using their real-life struggles to find acceptance in this world \u2014 I mean who am I to speak to that. I know every time real-life people\u2019s problems are used to sell products it tends to backfire. Remember Kylie Jenner and Pepsi?<\/p>\n\n\n\n

\"\"
Pepperidge Farm Remembers<\/em><\/figcaption><\/figure>\n\n\n\n

The Logo<\/h2>\n\n\n\n

As a designer I\u2019m really not a fan of the type and logo rebrand for a few reasons.<\/p>\n\n\n\n

First \u2014 I hate seeing unmotivated and bland design and we in the art world especially frown upon mixing capital and lower case letters. My graphic communications teacher, the legend of the business Alex Pajvan\u010di\u0107 used to call it \u201clazy design\u201d. Every letter you put in a type needs to know why it\u2019s there, he used to say.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

We can clearly see that the only capital letters are J, G and U, and A\u2019s are left as small caps. Why? The explanation from the designers is this:<\/p>\n\n\n\n

\n

The car maker says this \u2018geometric form\u2019 has \u2018seamlessly blended upper and lower case characters in visual harmony\u2019.<\/p>\n<\/blockquote>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Harmony? You gotta be kidding me. Jaguar was modified Optima before it became an even more modified \u2014 but still Optima. And Optima is a type. A legendary type designed in the 50s.<\/p>\n\n\n\n

With capital and small case letters that are different from each other. As in \u201cA\u201d is not \u201ca\u201d. These masterminds made a font without any knowledge of upper vs. lower cases. Yes, that small case letter \u201cA\u201d comes in the new font when you press shift+A. Yes. I know it\u2019s a small case A. I\u2019m sure they know that, too.<\/p>\n\n\n\n

Now, this explanation of their is therefore (and in my opinion) a prime example of old school \u201cmarketing<\/em>\u201d, also known as total and utter BS<\/em>.<\/p>\n\n\n\n

So, Alan Peters stepped in and offered the company a brand redesign of their redesign to be compliant with both the company history, actually reflect what they wanted to do and preserve the IP, and not just ruthlessly destroy it.<\/p>\n\n\n\n

His Tik-Tok video went viral for many wrong reasons, but at least one right. He did an excellent job, and his approach takes care of every issue that wasn\u2019t taken care of by the marketing team working for Jaguar.<\/p>\n\n\n\n

Don\u2019t take my word for it \u2014 see it for yourself here!<\/a><\/p>\n\n\n\n

Signum<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

I am really bothered with that Puma knock-off sticker they turned their iconic leaping jag into, but let\u2019s be honest \u2014 that was always a bit of a thing. I\u2019m a little grateful they at least (finally) flopped it.<\/p>\n\n\n\n

The more serious issue is the cage<\/strong>. \u201cThe car maker announced the \u2018Strikethrough\u2019 \u2014 a barcode-like 16 horizontal lines of equal weight \u2014 which will be used across its brand image\u201d \u2014 but which, and they were either blind or plain oblivious to the fact that\u200a\u2014\u200ait<\/strong> totally looks like a cage<\/strong>. So\u2014 they stuck their iconic kitty into a goddamn prison of their own making.<\/p>\n\n\n\n

The Car<\/h2>\n\n\n\n

But unlike their art & creative director doing a subpar job with the redesign \u2014 did their industrial designers at least nail it? <\/strong>That is the really important question considering this is a car company. So. Let\u2019s see it.<\/p>\n\n\n\n

Ok, the cars on a glance look pretty damn good. I love the lines, I love the style, I love the form and function.<\/p>\n\n\n\n

\"\"
Nice tire caps<\/figcaption><\/figure>\n\n\n\n

But. Wait\u2026 I\u2019ve seen this before\u2026 I\u2019ve seen all of this before<\/strong>.<\/p>\n\n\n\n

If you haven\u2019t seen it before \u2014 this is a Rolls Royce Spectre<\/strong><\/a>.<\/p>\n\n\n\n

\"\"
Nice tire caps. Waaait a minute\u2026<\/figcaption><\/figure>\n\n\n\n

Is this a lawsuit waiting to happen or what?! God help Jaguar if this controversial concept goes into production, I\u2019m going to assume Rolls Roys will bury what\u2019s left of them deeper then the Mariana Trench. Total, absolute car design fiasco.<\/p>\n\n\n\n

Marketing Plan<\/h2>\n\n\n\n

And what about the marketing?<\/p>\n\n\n\n

Well, even if they manage to come up with a different concept now that the stakes are higher then ever to stay afloat in the car business \u2014 I would love<\/em> to know who\u2019s actually gonna want to buy this<\/em>.<\/p>\n\n\n\n

Seems they\u2019re going after the same luxury market makers like Rolls Royce, Bugatti, Bentley and even Tesla with their relatively wacky but still quite original Cybertruck, already hold a firm grip on. I mean Rolls Royce has an EV concept to own all luxury EV\u2019s out already with their Spectre model for sure. Everyone else is playing catchup.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"
Oh my, just look at those beautiful front lights<\/figcaption><\/figure>\n\n\n\n

Conclusion<\/h2>\n\n\n\n

I think the rebrand was<\/em> taken seriously to a certain extent, the investment was there, the money was there, too, but the execution ended up doing everything opposite then the intent. I simply feel the effort was not there.<\/p>\n\n\n\n

This is very similar to the whole design AI nonsense out there, it is regurgitated, boring and lazy approach to an exciting and special thing design should always be. It\u2019s like a bean counter with chat GPT was on this job, rather then a team of actual designer.<\/p>\n\n\n\n

Brands should not be threading water in this very dangerous territory of populism and politics, as that\u2019s a fight with mad people on both sides, and the biggest market is still, and always will be in between the embattled psychos.<\/p>\n\n\n\n

Jaguar needs to revert on this rebrand and immediately find a new direction to shift to. There\u2019s absolutely an opportunity to enter the space of super-luxury brands, but for inspiration they need to look elsewhere then wherever they were looking to come up with this rebrand.<\/p>\n\n\n\n

Or \u2014 if they\u2019re not willing to put the work in \u2014 they can also give it all up and change their branding to copy everything<\/strong>! People like honesty these days, so at least try and be honest.<\/p>\n","protected":false},"excerpt":{"rendered":"

Not So Jaguarilicious Who doesn\u2019t like the new Jag car rebrand & concepts? Seems everyone. But is this really a lash-out of the anti-woke going against anything new and interesting happening in the world? Well, let\u2019s do an honest dress down from a pure designers perspective. I care very little about the window dressing when […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1084","post","type-post","status-publish","format-standard","hentry","category-blog"],"yoast_head":"\nCopy Everything - Aleksandar Sacha Djordjevic<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sachadjordjevic.com\/index.php\/2024\/12\/04\/copy-everything\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Copy Everything - Aleksandar Sacha Djordjevic\" \/>\n<meta property=\"og:description\" content=\"Not So Jaguarilicious Who doesn\u2019t like the new Jag car rebrand & concepts? 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