Consider the Angler Fish

The steeple of North Church on Congress Street in Portsmouth, New Hampshire against a blue sky with a few trees below.
North Church on Congress Street in Portsmouth, New Hampshire on Oct. 18, 2026

Listen, I’m bad at protesting. It’s not that I lack conviction. In fact, I’m prone to one-on-one rants, as most of my friends can attest. But I’m bad at going to organized protests. I feel awkward in large gatherings, and I don’t plan far enough ahead to craft any clever signage. But last Saturday I determined to go to the nearest No Kings rally—not because I was eager to be part of the crowd, but because man, I love not having a king.

Seriously, not having a monarchy is one of the few things I get absurdly patriotic about. I like teasing my Canadian friends about still having the queen on their money. I like telling my English friends that yes, Meghan Markle was an American conspiracy to dismantle the Royal Family. Sure, they can quip back about how they enjoy literally every social service the United States can’t seem to muster, from universal healthcare to The Mighty Boosh. Does that stop me from wanting to throw a handful of tea bags into the closest harbor when I hear Jonathan Groff sing “You’ll Be Back” in Hamilton? No, it does not.

If you’re an American, it’s your right and privilege to regard monarchies with irreverence, loathing, and outright nausea. There are no divine coronations or inherited rights to rule here. We’re a slapdash, rough-and-tumble democratic republic, electing people from among us to represent us. Albeit, it’s a laughably imperfect system, like a third-grade playground bully trying to paint the Mona Lisa from memory. But it’s a democratic republic nonetheless. And for the sake of its continued perfection, sometimes even introverts have to leave their sanctuaries to put up a stink in the streets.

Before the No Kings rally, I put on the only star-spangled attire I have: a 2023 Major League Rugby grey championship hoodie for the New England Free Jacks. The logo, appropriately, is the lantern from Paul Revere’s midnight ride. To spice up the ensemble, I went to Walmart to buy a big-ass American flag but unfortunately failed to find one among the mounds of Halloween candy and plastic jack-o-lanterns. A brief traffic jam brought me to a parking spot just outside downtown Portsmouth, New Hampshire. I squeezed through the crowd, which occupied the whole of Congress Street, until I reached Market Square and planted myself across from North Church, empty handed but full of heart.

The gathering was similar to the others across the country: a lively mixture of protest and street party. Like the emblematic frogs of Portland, Oregon, there were a few jesters in bright inflatable costumes, in this case lobsters and (to my delight as a deep sea fanatic) angler fish to give it some maritime New England flare. There was a tidal wave of signs, declarations of civic pride and pictures depicting the would-be king in every unflattering caricature you could imagine. There was a man hawking free copies of the U.S. Constitution like beer at a baseball game. And the couple of detractors—monarchists, I can only assume—driving down Congress in their oversized trucks and hastily scribbled, bigoted poster boards were mostly ignored by the crowd.

But what stood out most to me were the people who didn’t stand out at all. People without signs or costumes, maybe clapping or cheering sometimes, but mostly just soaking in the camaraderie with quiet smiles. Maybe they were like me, treading the 9-to-5 waters at work, sick and fucking tired of watching technocrats, oligarchs, and ideologues spending those same waking hours tearing our country apart for scraps. Just regular people who have this silly notion that government for the people, by the people shouldn’t perish from the earth.

Look, I didn’t go to the protest because I think we’re actually living in a monarchy. But when enough power is concentrated in the hands of one person, it might as well be. Right now, the ruling party of Congress has all but abdicated its responsibility to legislate or even represent their state constituencies. Instead, they’ve blithely relinquished the power of the purse like someone being knowingly pickpocketed. The White House has opened a floodgate of executive orders, no more law than a doodle on the back of a bar napkin, but treated by some as royal proclamation. Meanwhile the Supreme Court, three members of which are the President’s own appointees, are rubber stamping his agenda, at a time when both the judicial and legislative branches should be stalwart checks on executive power.

As of this writing, the East Wing of the White House is being demolished to make way for a lavish $250 million ballroom, a steady creep of gilded opulence—the curse of Midas’s touch on what was once the People’s House. It might not be the home of a monarch yet. But as the President teases a third and very illegal term, things are certainly monarch-flavored.

Chances are, we’ll all have more opportunities to become better protesters. As for me, I might buy one of those angler fish costumes for next time.

At least the angler fish is a queen I can respect.

Does the Jaguar Rebrand Matter?

Nothing gets the internet angrier than a brand changing its logo, even if the brand never mattered to them in the first place.

A couple of weeks ago, one of my Discord mods posted a link to Jaguar’s new logo design, hoping to get my reaction. The original Jaguar logo featured an illustration of its eponymous jungle cat with a sleek all-caps word mark in a futurist, wide-width typeface. The new logo has driven its cat to extinction, replacing it with a yin-yang double-J monogram paired with a minimalist, mixed-caps word mark. At first glance, it evokes the era of info-tech more than it does the age of 20th century luxury cars – a clear attempt to shed the stymied aura of old money and invite a new generation of wealth behind the velvet rope.

Like most reactions on the internet to a rebrand, mine was dependably knee-jerk and cynical. “It’s bad,” I said, “and people will forget they ever cared three months from now.” Time will tell if that second part is true, but I quickly walked back the first part of my keyboard curmudgeon statement in favor of something more nuanced.

For one thing, nothing in brand design is good or bad, at least not on a universal scale. Sure, it can fail to meet some practical requirements, like being too detailed for manufacturing or too indistinct for market positioning. But the scales that people use to judge a logo are weighted by culture, experience, and taste – and these vary wildly between individuals. The best one can do is fashion a logo that feels true to the brand’s narrative and tweak it to suit the palate of the target customer.

I will say, the new logo does embody the story of “exuberant modernism” that Jaguar is proclaiming through this rebrand campaign. The subtle defiance of capitalization norms, the occasional diagonal slashes on otherwise right-angled tails, even the absence of the jaguar illustration itself – all of these feel like decisions made to buck tradition with newfound creative energy.

Is this the right move for Jaguar? My guess is, it couldn’t hurt. Like most luxury brands, Jaguar sales have slumped considerably since the pandemic, so it behooves them to at least paint their brand with a fresh coat of innovation, if only for the sake of cosmetics. At least it’ll dominate a PR cycle in time for holiday shopping.

But on the whole, the change leaves me with aggressively shrugged shoulders. For one thing, this ubiquitous move towards bland sans-serifs is just boring. I feel like it started with Silicon Valley juggernauts shaving their logos down to what could be digested on a smartphone screen, and every other industry has felt like they had to follow suit. Maybe it’s the canary in the coal mine of an economy so dominated by tech and finance that every logo feels like it could be for a startup SaaS company.

For another, poaching the illustrated jaguar in favor of a monogram feels like a lateral move at best. I can see the monogram functioning well as an app icon or a hood decal. But there’s another shape that would’ve fit those functions equally well: the silhouette of, you know, a jaguar.

But the biggest reason for my blase is simply this: for most people, a luxury brand is not a purchase but an aspiration. It’s a thing only a lucky few will own, and the rest of us only serve to reinforce its psychological value with others by salivating over it. The new logo deprives the brand of its head-turning feline iconography, draining it of the signaled status its driver wished to convey. And in the end, none of this means anything. Because I’m the proud owner of a 2018 Toyota Camry.

Anyway, see you next time we’re upset about a brand neither of us can afford.