Jaguar Land Rover (JLR) has revealed a fresh visual identity for its flagship Range Rover brand, marking the first logo redesign since the luxury SUV’s 1970 debut. The minimalist new emblem features two interlocking “R” characters in the brand’s signature wide-set font, arriving as Range Rover prepares to launch its first all-electric model later this year.
The redesigned motif serves as a complementary element rather than replacing Range Rover’s iconic spelled-out script that adorns current vehicles. JLR clarified the new logo will function as a compact identifier for applications where the full brand name isn’t practical – appearing on labels, repeating patterns, and in event spaces.
This rebranding aligns with JLR’s “House of Brands” strategy that positions Range Rover alongside Jaguar, Discovery, and Defender as distinct sub-brands, each with autonomous marketing and branding approaches. Under this structure, the Land Rover name transitions to a “trust mark” role, continuing to denote vehicle technology while stepping back from its previous prominence as the parent marque.
JLR Chief Executive Adrian Mardell emphasized that while branding evolves, the Land Rover identity remains fundamental: “I want to reiterate and put this on record that the Land Rover mark will remain,” he stated. The company confirms Land Rover badging will persist on vehicles, particularly referencing drivetrain technologies.
While exact placement details remain undisclosed, industry observers anticipate the new RR motif will appear on grilles, interior accents, and possibly the forthcoming electric Range Rover models. The redesign coincides with Range Rover’s bold electrification push, with the brand’s first EV slated to debut in late 2024 as part of JLR’s commitment to offer electric variants across its entire lineup by 2030.
The subtle yet significant branding update reflects Range Rover’s evolution from a single model to a full-fledged luxury marque, while preserving the visual heritage that has made it instantly recognizable for over five decades.
