Jaguar Land Rover (JLR) has unveiled a new logo for its Range Rover marque—marking the first time the luxury SUV brand has received a bespoke emblem since the model’s inception in 1970.
The logo, which features a pair of stylised 'R's in a minimalist, wide-set typeface, signals a new visual chapter for Range Rover as it prepares to enter the electric era. The launch comes ahead of the brand’s first fully electric model, expected to debut later this year.
However, JLR clarified that the new motif will not replace the full 'Range Rover' script currently seen on the vehicle’s front and rear fascia. "The 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," the company said in an official statement.
The introduction of the emblem aligns with JLR’s broader 'House of Brands' strategy, under which Range Rover now operates as an independent brand alongside Jaguar, Defender, and Discovery. Each sub-brand is being run with its own design language, identity, and marketing roadmap, as the company pushes toward a more focused and premium brand architecture.
As part of this transition, the Land Rover name will shift from being the primary marque to serving as a ‘trust mark’. It will continue to denote the engineering, drivetrain, and technological heritage of the vehicles, but will no longer be front and centre in consumer branding.
JLR CEO Adrian Mardell has addressed concerns around the diminishing visibility of the Land Rover name. “I want to reiterate and put this on record that the Land Rover mark will remain,” Mardell said.
The new Range Rover emblem is expected to appear in locations where the full branding is impractical, such as on textile labels, packaging, or as a repeated monogram in retail environments. It could also find a place on the grille or interior details of future Range Rover models—especially to visually differentiate them from other SUVs under the JLR umbrella.
The debut of the symbol underscores JLR’s ongoing transformation, as the company evolves its design and branding strategy to compete in the fast-changing luxury electric vehicle space.
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