As the news breaks that Jaguar has rebranded and has a new logo, Jon Crane, client and commercial director at brand design business FreshBritain believes it tells us something significant about Britain's place in the world.

Available for interview, he says:

No one likes change, and Jaguar’s rebrand, said to serve "as a fire break in between old and new", has really whipped up a storm. But does it point to something much more significant to do with Britain’s changing role and stature in the world? Is it signalling that classic British design, and “Brand Britain” is no longer relevant or fails to resonate in the way it used to?

Has Jaguar been rebranded because it has started to represent something antiquated and passe in the eyes of its foreign owners? Has “Brand Britain” lost its power and cachet in markets like the Middle East and Asia that Jaguar will have set its sights on? Does “Brand Britain” no longer serve as a shorthand for luxury, aspiration and class?

We might not like it, but Britain no longer leads a sector that has been turned on its head by the likes of Tesla who now set the benchmark for how car brands present themselves. If we’re honest, that lead was lost a long time ago, but the profile of once British-owned brands kept the illusion alive.

Because of industry changes, it’s no surprise that Jaguar, like many other heritage brands, have had to change their game plan. Jaguar has always been a brand built around evolution, not revolution. That’s meant a careful twinning of heritage plus modernity. The heritage bit saw their design aesthetics stay the same and evolution show itself via new technology – the F Pace, for example

But today, careful, considered evolution is no longer enough. And that is probably why we’re seeing Jaguar launching its own revolution so that it can endeavour to stay relevant in a category that is changing fast.