Prime Highlights:
- Range Rover introduces new mirrored double‑R logo and striated pattern design over 50 years since they originally debuted.
- Rollout forms part of JLR’s “House of Brands” brand strategy to establish Range Rover as a standalone luxury brand.
Key Fact:
- New logo and pattern are not intended to replace the classic “Range Rover” lettering on vehicles.
- These design patterns are going to appear in packaging, interiors, and merchandise branding.
Key Background
Jaguar Land Rover (JLR) has revealed a new branding identity for its luxury SUV brand, Range Rover. For the first time in its history since the introduction of the brand in 1970, the Range Rover now boasts an independent logo—a minimalist, mirrored “R” mark, stacked. The new, sleek crest echoes the luxury and grandeur of the Range Rover brand and is one of JLR’s new visual language for its portfolio of brands.
Aside from the double‑R logo, a new “Range Rover Pattern” will be part of the company’s visual language. The pattern, comprised of identical rotated copies of the double‑R logo, will add product styling on vehicle interiors, speaker grilles, packs, and lifestyle products. Noticeable here is that these new products will play a second fiddle—Range Rover lettering on hood and back of vehicles isn’t changing.
This is all part of JLR’s overall “House of Brands” approach, where Range Rover, Defender, Discovery, and Jaguar will all be independent luxury brands. To fit this vision, the “Land Rover” name will be less of a front-of-line branding term and more of a legacy or “trust mark”. Already established as a design leader and presence, Range Rover will be even more differentiated with these new visual identifiers.
The revamp has received both accolades and criticism from design fans and die-hard customers—some of whom welcome the new design, others finding the mirrored-R on par with stand-alone logos. But to JLR, the revamp is a significant milestone prior to Range Rover’s transition to electric power, beginning with the new all-electric flagship. The new design is intended to create harmony between digital and physical brand touchpoints, expressing Range Rover’s DNA in a more contemporary luxury vehicle environment.