Jaguar Land Rover continues the large-scale transformation of its corporate identity by introducing a new symbol for Range Rover. This time, the brand has stepped away from its usual conservatism and unveiled an ambitious, unexpected visual mark, which has already sparked considerable discussion.
At the heart of the new design is a mirrored double “R,” forming a symmetrical structure. This symbol resembles a modern and geometric icon, emphasizing the premium and prestigious qualities that Range Rover has been renowned for over the decades. The refined design reflects the brand’s ambition to embrace a new era of electrification and digitalization while maintaining continuity with previous styles.
The new emblem will not replace the famous lettering, which will continue to adorn vehicle hoods and tailgates. Instead, the company plans to apply the logo where a compact visual solution is required: branded apparel, accessories, and interior details. Additionally, a distinctive pattern based on the new symbol has been developed, suitable for seat upholstery, speaker grilles, and smaller decorative elements.
The introduction of this symbol is part of JLR’s broader strategy to differentiate its Range Rover, Defender, Discovery, and Jaguar brands, with each receiving its unique identity and positioning. Range Rover highlights its status as a premium SUV, and the new visual mark aims to strengthen this association and distinguish the brand’s vehicles from the company’s other models.
Shortly, the automotive brand will introduce its first electric vehicle, making the appearance of the updated logo a symbolic step ahead of this new chapter in the brand’s history. Although fan reactions have been mixed, the introduction of this original symbol underscores that the company is unafraid to experiment and is ready for fresh design solutions.