Why Jaguar’s controversial new logo actually signals a big shift in car branding

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.” But any attempt to do...