Jaguar Land Rover has now been officially rebranded to JLR as its new corporate identity. Now a House of Brands, four brands sit under the JLR umbrella, namely Jaguar, Range Rover, Discovery, and Defender.
The rebranding to JLR serves to remove ambiguity and emphasize the unique identity of each of the four brands. The new JLR logo is now composed of the supposed three letters, with the ‘L’ and ‘R’ being somewhat combined.
JLR says that the creative process behind the new identity focused on elegance, modernity, and a forward-thinking essence to exhibit the direction and ambition of the company. According to JLR, the descending j aspires to add elegance, while the lighter weight of the emblem illustrates the step change to refinement and modernity.
JLR Chief Creative Officer, Professor Gerry McGovern OBE said, “This is the next chapter of our Reimagine journey to become a truly modern luxury business. The new JLR identity will bring clarity to our clients and act as a unifier for our four distinct British brands.”
While the ‘Land Rover’ brand name is not part of the four brands listed by JLR, the Land Rover brand will remain a key part of the company’s DNA. A press statement by JLR reads, “Land Rover continues as a world-renowned and important heritage mark, remaining on vehicles, websites, social media, and retail sites, underpinning the world-class Range Rover, Defender, and Discovery brands.”
JLR CEO, Adrian Mardell said, “Today is an exciting day as we unveil a new identity for our company as part of our House of Brands approach. I’m confident this perfectly illustrates JLR’s ambition in the modern luxury space.”
What are your thoughts on Jaguar Land Rover’s rebranding to JLR and its new logo?
