- A New Logo with a Modern Vision and Balanced Visual Identity
- Range Rover Pattern: Decorative Art with Interlocking R Motifs
- Modern Symbolism That Preserves the Brand's Essence
As part of a new move to reinforce the distinct identity of each of its brands, JLR, formerly known as Jaguar Land Rover, has unveiled a secondary visual logo for its luxury marque, Range Rover. This update also includes a decorative pattern built around the iconic letter R in a creative and artistic form. The move aligns with JLR’s brand independence strategy, which aims to give each marque its own unique visual language while preserving the core identity that car enthusiasts around the world recognize, most notably, the classic script badge still found on the front and rear of every Range Rover model.
A New Logo with a Modern Vision and Balanced Visual Identity
The newly unveiled logo, first spotted during a recent investor presentation, features a mirrored and stacked double R design that forms a sleek, geometric emblem. This contemporary motif is not intended to replace the classic Range Rover script found on the front and rear of its vehicles. Instead, it serves as a compact visual symbol suited for tight spaces, such as small labels, fine interior detailing, or branded materials used at events and exhibitions.
This reveal marks another step in JLR’s broader visual revamp. The company previously introduced a minimalist logo update for Jaguar, blending uppercase and lowercase lettering to create a clean, balanced aesthetic. While similar redesigns have not yet been announced for Discovery or Defender, this development suggests that JLR is preparing to extend its refreshed design language across all sub brands in the near future.
Range Rover Pattern: Decorative Art with Interlocking R Motifs
Alongside the new logo, JLR has also introduced a decorative element called the Range Rover Pattern. This design features repeated R letters arranged within interlocking and overlapping circles, creating a visual aesthetic that leans toward abstract art. The pattern is expected to be applied in various interior details, such as stitching on leather seats, door trims, and even in display booths or event flooring.
While the brand has not officially confirmed where the pattern will be used, a JLR spokesperson explained that it serves as a flexible symbol designed for spaces where the full Range Rover script does not fit. This opens the door to a wide range of applications, including labels, gift packaging, wrapping materials, and even in subtle exterior components.
Modern Symbolism That Preserves the Brand's Essence
JLR has firmly confirmed that it has no intention of removing the iconic Range Rover script from any of its models. Instead, the brand aims to expand its visual identity by introducing modern symbolic elements designed to complement the classic branding. These symbols are intended for use in spaces where the full script logo may not fit, reflecting a thoughtful approach to maintaining authenticity while adapting to contemporary design needs.
This direction aligns with a broader transformation within JLR, as the company moves to clearly differentiate and elevate its four main brands, each with its own distinctive identity and visual language. Range Rover, long considered the pinnacle of British luxury in the SUV segment, is now entering a new era, one that respects its heritage while embracing future forward design.
With a refined visual balance and bold creative direction, Range Rover continues to craft a unique design language that resonates strongly, especially in key markets like the GCC region. Whether through its symbolic emblems or interior detailing, Range Rover once again proves it is more than just a vehicle; it is a luxurious experience shaped by elegance and modern identity.
