JLR Unveils New Range Rover Emblem

With JLR having established Jaguar, Defender, Discover and Range Rover as separate brands under its ‘House of Brands’ strategy, it was only a matter of time before each received its own unique logo. While Jaguar got a rebrand last year, the company has now unveiled a new emblem for the Range Rover brand – the first in the model’s history.

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The new emblem looks to be in the same font as the brand’s Range Rover word mark and features a pair of ‘R’ - one right side up and the other inverted. The new logo, however, is not expected to replace the existing branding on Range Rover vehicles. The new emblem will be used in places where the ‘Range Rover’ word mark will not be able to fit, such as on labels, as part of patterns or in event spaces where JLR could be displaying its vehicles.

“The Range Rover Motif has been developed as a smaller symbol for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate,” said a company spokesperson.

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The Range Rover wordmark on the front and rear of Range Rover SUVs will continue to be used as before.

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As for the Land Rover branding, it is understood that JLR will continue to use the branding for elements such as powertrains and technology though the name is unlikely to be directly associated with the Range Rover, Defender and Discovery models in official communiations – the SUVs will not be referred to as the Land Rover Defender etc.