In a significant move for the brand, Jaguar Land Rover (JLR) has unveiled the first dedicated Range Rover logo since the model’s 1970 debut, following its strategic decision to establish Range Rover, Discovery, and Defender as distinct brands.
Revealed by Autocar, the new Range Rover logo was first shown to investors during a recent JLR investor presentation, and features two “R” letters stacked on top of each other. This is the first logo specifically designed for the Range Rover since its debut in 1970.
To our eyes, the new logo bears more resemblance to two “P”s stacked on top of each other, but as the saying goes, design is subjective.
For those wondering if the new brand logo will replace the iconic “Range Rover” spread-letter wordmark on the vehicles, rest assured that it will not… at least for now.
CEO of JLR, Adrian Mardell, has emphasised that the new stacked logo is just a corporate brand mark for marketing and communication. The signature “Range Rover” lettering will continue to be proudly displayed across the front and rear of the vehicles themselves.
In addition to the unveiling of the new logo, the British carmaker has also revealed the “Range Rover Pattern,” which features an interlocking and rotated “R” from the Range Rover typeface.
While the company has not yet revealed how it plans to use this new pattern, the fact that the boss-man himself has said that it won’t be replacing the wordmark means that it’ll most likely just be used in some form of interior trim pattern.
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JLR has been going on a major rebranding spree recently, with the new Range Rover logo following shortly after the controversial “copy nothing” Jaguar redesign. The latter did not exactly pan out too well, with the brand now reportedly looking for a new advertising agency after seeing a significant sales downturn in 2024 despite the attention generated by the rebranding exercise.
It remains to be seen how the new logo will be received by the fans, but first reactions online seem that it’s at least more civil…
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