Range Rover Has A New Logo That Will Be Used Alongside Current Branding

In the past few years, the larger Jaguar Land Rover (JLR) automotive group has updated its branding to be more modern and to better differentiate each of its individual brands, with Jaguar specifically getting a very controversial new script and badging for its vehicles. Now, it’s Range Rover’s turn to get a brand update, at least with a new logo badge and a repeating pattern for future vehicle grilles and interiors.

JLR’s New House Of Brands

Range Rover is now considered one of four different brands under the new JLR umbrella, along with Jaguar, Defender, and Discovery, and now it stands out a little more with the freshest touch of design. The new logo or badge that was revealed in a recent investor presentation is a dual-R, one stacked over an inverted version of itself with the legs connected. As such, it’s legible both right side up and upside down, for whatever reason.

It might be modeled with wheel center caps in mind, but the brand has yet to reveal where exactly the new design will show up on its materials, dealerships, and vehicles. The timing of this new branding is conveniently aligned with the upcoming Range Rover Electric launch expected this year, so the new badge could show up first there.

Literacy Still Required

However, execs have confirmed to Autocar that the traditional Range Rover script badging, with the brand spelled out on the hood and tailgate, isn’t going anywhere. The new R design has also evolved into a repeating pattern motif, with four R letters arranged in a square, with the long side of each letter interlinked at 90-degree angles. Each set of square Rs can then be linked together to make a checkered pattern which looks like it could be used for interior surfaces and even potentially exterior grille mesh. It’s also likely, given past executive comments, that the oval Land Rover badge on Range Rover models will continue.

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Is There More To Come?

We will have to wait and see if the Defender and Discovery brands get redesigned touches in the coming years, with plans to expand both of those model lineups with more SUVs in the near future. As for the recent Jaguar rebranding, well, it was controversial when it launched, and it’s still controversial months later, with recent reports that the rebranding led to Jaguar’s reported sales decline, though the sales decline is actually linked to the fact that the brand simply doesn’t have anything left to sell.

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First details of the upcoming Freelander revival has emerged, including the timeline of its arrival.

The same investor presentation that revealed the new Range Rover designs also revealed that a new Freelander SUV is set for the second half of the 2026 fiscal year, which would be the 2027 model year. The new model is a joint-venture with Chinese automaker Chery, and will target the Porsche Macan, though it’s expected to offer a plug-in hybrid powertrain.

Source: Autocar