Jaguar Land Rover Unveils New Range Rover Logo After 50 Years

Jaguar Land Rover (JLR) has introduced a new logo and motif for its Range Rover brand as part of its House of Brands strategy, marking the first update to Range Rover's brand identity since 1970. The new emblem features stacked and mirrored Rs in a minimalist style and is intended for use where the traditional Range Rover lettering is unsuitable, such as labels, repeating patterns, or event spaces. Alongside the logo, JLR unveiled a checkerboard pattern composed of interlocking Range Rover Rs, likely to be applied to vehicle interiors or special editions, emphasizing Range Rover's luxury positioning distinct from Land Rover's more utilitarian models. Despite these changes, the Land Rover name will remain as a 'trustmark' signifying the brand's platforms, technology, and off-road capabilities, and will continue appearing on vehicles and in marketing. The new logo and motif do not replace the familiar Range Rover script seen on the front and rear of models, but supplement the brand's visual identity to better fit various applications. Reception to the new symbol has been mixed, with some viewing it as an attempt to emulate fashion brand aesthetics, though it reflects JLR's ongoing effort to clearly differentiate its sub-brands.