The recent uproar over Jaguar's redesign illustrates the tension in branding: companies strive for uniqueness but often face backlash for not adhering to traditional norms.
Jaguar's provocative approach—like colorful concept cars and bold campaign elements—aimed to 'delete ordinary,' challenging conventional branding while eliciting strong public reactions.
Despite the uproar, much of the new Jaguar identity reflects familiar design trends, aligning with the industry's shift towards representing a move towards electric vehicles.
The contradiction in branding practices is stark: agencies push for distinguishing characteristics, yet any deviation from the norm leads to criticism from audiences.
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