Jaguar Land Rover Launches New Range Rover Logo

JLR has unveiled a bold new logo for the Range Rover brand, signalling the imminent launch of the luxury SUV’s first electric model later this year.

The new emblem—featuring two R’s in the brand’s signature minimalist, wide font—is the first designed for Range Rover since the launch of its original car in 1970.

However, JLR said that the new emblem is not intended to replace the ‘Range Rover’ lettering that has featured on the front and rear of every Range Rover model since the brand’s launch.

“The Range Rover motif was developed as a smaller symbol for places where our familiar Range Rover lettering does not fit, such as on a sticker or part of a repeating pattern, and within event spaces where the emblem is more appropriate,” the statement said.

Range Rover has been singled out as one of JLR’s four sub-brands—alongside Jaguar, Discovery, and Defender—as part of the “House of Brands” strategy, where each of the four model lines operates as a separate business, with its own branding, positioning, and marketing strategies.

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