12/09/2024

Why Jaguar’s New Logo Signals a Big Shift in Car Branding

What the change means for carmakers is quite significant

The tantrums thrown across social media over the past few weeks in reaction to Jaguar’s redesign have once again revealed a fundamental contradiction underlying contemporary branding.

According to its practitioners, it is supposed to differentiate and distinguish companies and their products, allowing them to stand out from the crowd, a line of thinking that was reinforced just last month when New York creative agency &Walsh rolled out its new mantra, “Find your weird.” 

However, any attempt to do something even slightly weird with regard to advertising, marketing or logo design is typically met by legions of armchair brand analysts taking to LinkedIn to declare it a failure. In Jaguar’s case, though, many took it a step further, viewing the rebrand as some sort of personal affront.

Please select this link to read the complete article from Fast Company.