New Range Rover Logo Unveiled Ahead of Electric Model Launch
Jaguar Land Rover (JLR) has recently revealed a striking new logo for the Range Rover brand, in anticipation of the upcoming launch of the luxury SUV marque’s first electric model later this year. The new emblem, featuring a pair of Rs in the brand’s iconic minimalist font, marks the first redesign for Range Rover since its inception in 1970.
During a presentation to investors, JLR showcased the new badge, emphasizing that it is not meant to replace the traditional ‘Range Rover’ script that has long been a hallmark of the brand. Instead, the new logo is intended for use in situations where the full name may not fit, such as on labels or within event spaces.
As part of JLR’s House of Brands strategy, Range Rover has been established as one of four distinct sub-brands, alongside Jaguar, Discovery, and Defender. Each of these model lines operates independently, with its own unique branding and marketing strategies.
While Jaguar has already unveiled its new-era branding with the Type 00 concept, Defender and Discovery are still awaiting their own bespoke badges. The new logo for Range Rover reflects the brand’s commitment to innovation and modernity, aligning with its upcoming electric model launch.
As part of the brand strategy, the Land Rover name will transition to a ‘trust mark’, focusing on the drivetrains and technology in JLR’s SUVs without overshadowing the individual sub-brands. CEO Adrian Mardell has affirmed that Land Rover will remain a vital part of JLR’s operations, with its name continuing to be featured on the vehicles.
