Katja Vogt reflects on Jaguar's radical rebranding, noting the departure from traditional British colors to vibrant hues, which leaves her feeling 'weird and unsettled'.
With its new mission statement focused on exuberance and vividness, Jaguar's rebranding raises questions about its identity as a heritage brand amidst a dystopian global atmosphere.
Several iconic brands, including Campbell's and Comcast, are undergoing significant rebrandings in an age where cultural touchstones are being reshaped, impacting societal recognition and identity.
Vogt emphasizes that a brand like Jaguar should evoke feelings of safety and stability rather than confusion, highlighting the potential risks in their bold new direction.
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