JLR (née Jaguar Land Rover), is trying to position itself like a big luxury-brand conglomerate. There’s Jaguar, of course, but Range Rover, Defender, and Discovery are becoming their own brands, rather than simply existing under Land Rover. As part of that, Range Rover has a new logo, though one you’re not going to see on a car. And for that we’re thankful because it’s, uh, a little weird.
Autocar uncovered the logo, which was shown in a recent JLR investor presentation. It’s essentially two mirrored and connected Rs, one on top of another. The brand told Autocar that “[t]he Range Rover Motif has been developed as a smaller symbol for where our familiar Range Rover device mark does not fit, such as on a label or as part of a repeating pattern, and within event spaces where an emblem is more appropriate.” So, you’ll still have “Range Rover” spelled out on the hood of your luxury SUV.
Photo by: JLR
Photo by: JLR
Range Rover also has a new pattern that reminds us of the sort of things you see on high-end Goyard or Louis Vuitton bags. Perhaps Range Rover will use this for upholstery or accessories.
What Range Rover is doing here is not without precedent. BMW five years ago debuted a new version of its iconic logo that it uses in branding, but not on cars. A lot of car brands are debuting new logos, too. Just last week, we got our first look at the new Bentley logo. And Jaguar got a new logo as part of its total transformation currently underway.
This will be a big year for Range Rover, with the impending arrival of its all-electric flagship. In its investor presentation, JLR says it has over 60,000 people on a waitlist for the model. It will look identical to the gas-powered big Range Rover. Logos and all.
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