Jaguar Land Rover (JLR) has revealed a brand-new logo specifically for Range Rover, marking the first time the model has had its own logo since 1970. This announcement comes as part of JLR’s strategy to position Range Rover, Discovery, and Defender as distinct brands. The new logo, shown to investors during a recent presentation, features two stacked “R” letters. Interestingly, some viewers see the design as resembling two stacked “P”s instead, highlighting how design perception can vary.
Logo Use and Brand Identity
Despite this new logo, CEO Adrian Mardell clarified it will serve primarily as a corporate brand mark for marketing and communications. Consequently, the traditional “Range Rover” wordmark will remain on the vehicles’ front and rear, at least for now. Alongside the logo, JLR introduced a “Range Rover Pattern,” which uses an interlocking, rotated “R” from the Range Rover typeface. While specific applications of this pattern remain unannounced, it is likely to appear in interior trim or other subtle design elements.
Rebranding and Market Response
JLR has been actively rebranding its models recently, with Range Rover’s new logo following the controversial Jaguar redesign. That redesign did not perform as expected, causing the brand to seek a new advertising agency after experiencing a sales drop in 2024. Early reactions to the Range Rover logo have been more positive, suggesting a calmer reception among fans. However, only time will reveal how the new logo influences Range Rover’s image and sales moving forward.
