Jaguar Land Rover (JLR) has revealed a new visual identity for its Range Rover brand, marking the first logo redesign since the luxury SUV line debuted in 1970, reported Autocar. The announcement comes as the marque prepares to introduce its first fully electric model later this year.
The updated emblem features two wide-set, minimalist “R” characters and is part of JLR’s broader “House of Brands” strategy. This approach reorganises the company’s offerings into four distinct sub-brands: Range Rover, Jaguar, Defender, and Discovery.
According to JLR, the new motif is intended for selective use, appearing on wheel caps, grilles, interior elements, merchandise, and in digital or event branding, rather than replacing the iconic “Range Rover” script displayed on the front and rear of vehicles.
“The Range Rover Motif has been developed as a smaller symbol for use in places where the full script does not fit,” the company stated. “It’s suitable for labels, repeating patterns, and event spaces where an emblem is more appropriate.”
Accompanying the new logo is the debut of the “Range Rover Pattern,” a checkered design composed of interlocked and rotated “R” symbols. Its specific applications have yet to be confirmed, though it is expected to appear on select exterior and interior vehicle details, potentially including upholstery and speaker grilles.
The rebranding follows a series of identity updates across JLR’s portfolio, including the recent Jaguar Type 00 concept and a new corporate typeface blending uppercase and lowercase lettering. Updates for the Discovery and Defender lines are also anticipated.
Despite the shift in branding, JLR emphasised that the Land Rover name will remain a key part of its operations. While Land Rover will no longer serve as the umbrella brand, it will act as a “trust mark” denoting the company’s engineering and off-road heritage.
“I want to reiterate and put this on record that the Land Rover mark will remain,” said JLR CEO Adrian Mardell. The new Range Rover logo aims to position the marque more distinctly in the luxury market and further differentiate it from other Land Rover-origin vehicles as the company transitions into the electric era.