The world of luxury automotive brands is ever-evolving, and sometimes, changes occur quietly. While Jaguar’s recent brand repositioning grabbed headlines, Range Rover’s latest design update takes a more subtle approach.
Under the stewardship of Jaguar Land Rover, Range Rover has undergone a brand refresh, unveiling a new logo and signature pattern design, signaling a gentle evolution while retaining its heritage.
The new logo, featuring two interlocking and symmetrical ‘R’ letters, was first introduced during an investor presentation. It subsequently appeared in a press release announcing Range Rover’s participation at Milan Design Week. Displayed on a canopy, the new golden Range Rover logo exudes elegance and sophistication.
Accompanying the new logo is the introduction of the Range Rover pattern, consisting of dozens of interlocking ‘R’ letters. While Jaguar Land Rover has not specified where this pattern will be used, it could find a place on the front grilles and interior surfaces of the vehicles.
The new Range Rover pattern.
In a statement to Autocar, Jaguar Land Rover shared that the new logo will not replace the familiar ‘Range Rover’ wordmark on the vehicles. Instead, the new logo has been ” developed as a small icon, for use in instances where the traditional Range Rover wordmark isn’t suitable, for example, on badging, repeat patterns, or in an event space where an icon, rather than a word, is required.”
Meanwhile, the Land Rover name will take on a new role as a “trust mark,” according to the company. This means that while the name will continue to be associated with the drive systems and technologies in their SUVs, it will no longer be as prominent as the parent brand.
“Among many standout values, Land Rover has long been deservedly associated with superior off-road capability, advanced technology, and vital, class-leading safety features. This remains an integral part of our business. The name will still appear on our vehicles, continue to feature on our websites, social media, and at our retail partners,” said Adrian Mardell, CEO of Jaguar Land Rover, in an interview with Autocar.
The new Range Rover logo and pattern are part of Jaguar Land Rover’s “House of Brands” strategy, which sees Jaguar, Discovery, Defender, and Range Rover established as distinct subsidiary brands. Unlike Jaguar and Range Rover, Discovery and Defender have yet to receive their new brand imagery.
Jaguar Land Rover has also not disclosed which model will first bear the new RR logo, but it is likely to be the upcoming all-electric Range Rover. This model is expected to feature a dual-motor setup, delivering a combined output of 542 horsepower.
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