The art of reinvention: Why cos refresh brands

Jaguar's recent rebranding serves as a compelling case study in the risks and rewards of reinvention

- Gaurav Laghate

A logo is more than a symbol; it reflects a brand's identity, values, and aspirations. Yet, when it no longer resonates with an evolving market, companies turn to brand refreshes—an essential, albeit risky, practice in today's dynamic landscape.

Jaguar's recent rebranding serves as a compelling case study in the risks and rewards of reinvention. The Tata Motors-owned British luxury automaker adopted a minimalist logo and launched an ad campaign last month that downplays its iconic cars. While the brand aims to position itself as a modern contender in the electric era, the backlash highlights the delicate balance between innovation and alienation.

"In the case of Jaguar," said S. Subramanyeswar, group CEO—India and chief strategy officer—APAC at MullenLowe Lintas Group, "the monogram looks like another luxury handbag logo. Since the new logo didn't align with the perception consumers had of the brand, it faced severe backlash."

Oscar Wilde's words—"There is only one thing in life worse than being talked about, and that is not being talked about"—capture Jaguar's position. While its rebrand faced criticism, the attention ensures its relevance in a competitive market.

Why do companies refresh brands?

According to Subramanyeswar, "The world has an evolving aesthetic, and brands need to reinvigorate or reinvent their look and feel to stay contemporary, aspirational, and relevant in the minds of audiences who are moving." He adds that refreshes are often triggered by shifts in brand vision, market direction or competitive landscape.

While refreshing a logo or visual identity creates new energy and memory structures, it must remain rooted in brand strategy. Lulu Raghavan, president—APAC and managing director of India, Landor, a WPP company, agrees, emphasizing that a brand refresh must go beyond aesthetics.