In a recent development, Range Rover unveiled its new brand identity, featuring a refined yet elegant design evolution while retaining its signature luxurious style.
The new Range Rover logo features a stacked and symmetrical design of the two letters ‘R’. This logo made its debut during an investor presentation and was subsequently officially introduced at Milan Design Week.
The logo is designed with a minimalist approach, and when displayed in golden hues on a white background, it exudes sophistication and class. JLR clarified that this logo is not intended to replace the familiar “Range Rover” wording on their vehicles. Instead, it serves as a secondary symbol, used in contexts where subtle branding or indirect brand recognition is required, such as on labels, accessories, decorative patterns, or showroom spaces.
Concurrently, the new logo does not supersede the iconic oval Land Rover logo, which will continue to adorn the current Range Rover models.
Along with the double ‘R’ symbol, Range Rover also introduced a “Range Rover Pattern” – a repeating motif of interlocking ‘R’ letters, creating a unique graphic identity system.
While JLR has not disclosed specific application details, this pattern is expected to feature on grilles, interior surfaces, or optional finish materials, adding a visual accent to their new-generation vehicles.
These changes in Range Rover’s brand identity are part of JLR’s “House of Brands” strategy, which aims to establish Jaguar, Range Rover, Defender, and Discovery as distinct sub-brands with their unique identities. Jaguar has already unveiled its new identity, while Discovery and Defender have yet to undergo similar transformations.
JLR has not announced which model will be the first to bear the double ‘R’ symbol to the market. However, it is likely that the upcoming all-electric Range Rover, a strategic product for the brand, will feature this new logo.
While not as prominent as some of its competitors’ rebranding campaigns, Range Rover’s brand image update demonstrates its commitment to innovation, aligning with the trends of premium, electrification, and minimalism in modern design. These new symbols not only offer aesthetic appeal but also reflect Range Rover’s direction in the era of electric vehicles and personalized branding.
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