Range Rover Has Updated Its Logo, But Not As You Might Expect | Carscoops

      In line with JLR's House of Brands strategy, Range Rover has now established itself as an independent sub-brand.

      JLR has introduced a new logo for Range Rover featuring overlapping Rs and gold accents.

      This logo will not replace the Range Rover name or the traditional Land Rover oval.

      According to the brand, the emblem is intended for limited-use environments rather than for primary branding.

      Luxury vehicle brands constantly evolve, yet some changes are less conspicuous than others. While Jaguar's recent rebranding generated considerable discussion, Range Rover's latest update adopts a more subtle approach. JLR has conducted a visual refresh for Range Rover that presents a new emblem and a unique design motif, indicating a gentle transition while remaining close to its heritage.

      The new emblem, which features stacked and mirrored Rs, first appeared during an investor presentation and was subsequently showcased in a press release promoting Range Rover’s participation at Milan Design Week. Positioned atop an archway, the logo is displayed in gold and boasts a sophisticated appearance, though it loses some charm when viewed in black.

      Accompanying the new logo is the Range Rover Pattern, composed of numerous interlocking Rs. While JLR has not yet revealed its applications, this pattern seems suitable for front grilles and interior elements.

      In a conversation with Autocar, JLR emphasized that the new badge will not take the place of the well-known Range Rover script on the brand's vehicles. Instead, it has been “developed as a smaller symbol for instances where our familiar Range Rover device mark is not appropriate, such as on labels or as part of a repeating pattern, and in event spaces where an emblem is more fitting.”

      Consequently, it is unlikely to supplant the oval-shaped Land Rover that is also present on current Range Rover models.

      Part of a Larger Strategy

      This new motif has been introduced as part of JLR’s House of Brands initiative, which has seen Jaguar, Discovery, Defender, and Range Rover each become separate sub-brands. With Jaguar and Range Rover now sporting new logos, only Discovery and Defender remain without a fresh corporate design.

      JLR has not specified which model will be the first to showcase the new double-R badge. However, with the all-electric Range Rover on the way, expected to produce 542 horsepower with a dual motor setup, it would not be surprising if that model is the first to feature the new emblem in production.