Jaguar recently revised their logo and showed the improvements this week. The timeline shows that it is basically a revision from 2002. The improvements make the logo and type more modern and clean. As in the interior of the Jaguar vehicles, the logo is finished in a 3-dimensional chrome that matches the luxury and lavishness in the brand itself. One major aspect of the improvement is in the type. The wider and shorter type gives off an edgy feel that may appeal to new customers. I think that this revision was effective in giving the company a new sophistication.